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Chicken of the Sea Rebrand Makes a Splash

The first major rebrand for the shelf-stable seafood company in 20 years includes a greater emphasis on its products’ wild-caught status and a makeover for iconic mermaid mascot and ‘change agent,’ Catalina.

The new design focuses on several main elements: color, the presentation of the logo, the brand’s iconic mermaid mascot, Catalina, and Chicken of the Sea’s wild-caught credentials.
The new design focuses on several main elements: color, the presentation of the logo, the brand’s iconic mermaid mascot, Catalina, and Chicken of the Sea’s wild-caught credentials.

Iconic, shelf-stable seafood brand Chicken of the Sea has undergone a major rebranding undertaken to refresh and modernize the brand’s visual and verbal language, address inconsistencies in its product packaging, and reflect the company’s commitment to sustainable and responsible operations. The two-year project was done in partnership with packaging design firm Little Big Brands and was the first package redesign for the brand in more than 20 years.

Bill Frohlich, senior account director for Little Big Brands, explains why Chicken of the Sea had left its packaging graphics untouched for so long and what prompted the need for a change: “The shelf-stable seafood category as a whole has seen steady declines over the past 20 years, as younger consumers have gravitated to the perimeter of the store. But the sudden onset of the pandemic and some challenging economic conditions provided a resurgence for this pantry staple, with Chicken of the Sea seeing a boost in sales in 2020 as consumers sought out affordable, accessible, and healthy protein for their families. With lots of exciting innovations on the way, the timing was right for a rebrand.”


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Shares Little Big Brands founder and Chief Creative Officer John Nunziato, throughout the project, the design team was committed to respectfully evolving Chicken of the Sea; retaining its historical significance while helping the brand gain modern relevance. “This is a heritage brand and wasn’t broken, so we took great care with the details,” he says. “We were very mindful of bringing consumers along and making sure they could continue to find their favorite products.”

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