Chicken Of The Sea Wades Into New Currents With First Full Rebrand In 20 Years
Chicken of the Sea is diving head-first into an all-new look to kick off 2023, and it’s now splashed in the first complete brand makeover it has adopted in over two decades.
To move with the rising tides, the packaged seafood company has enlisted New York branding agency Little Big Brands to overhaul every aspect of its brand experience, from its packaging to its website, verbal language, and new ‘Wild-Caught Happiness’ tagline.
As you may have witnessed of late, a brand’s mascot is just as good as its identity. To that end, Chicken of the Sea’s iconic mermaid, Catalina, now sports a new storybook-inspired image—she’s more empowered and, like the company, “is a leader and a change agent for good,” explains Little Big Brands.
With that said, Catalina has been shifted to the side to bring more visibility to the logo and other key details, like mentions of the seafood being “wild-caught.” Setting the backdrop is a white clamshell that serves as a “bullseye” on shelves to immediately draw a consumer’s gaze.
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No longer taking center stage, the mermaid can easily appear as a standalone character. Meanwhile, this gives the wordmark extra leeway to be magnified or stacked up.
With its new brand identity, Chicken of the Sea aspires to be the lighthouse for healthy eating and happy living.
[via Dieline, Packaging Strategies, Little Big Brands, images via various sources]
