Chicken of the Sea

Chicken of the Sea is splashing into the new year with a modern look, including a fresh update for their iconic mermaid. The first complete rebrand for Chicken of the Sea in more than 20 years. The work was created in partnership with Little Big Brands, who led the strategy, design and packaging work, as well as the creative launch campaign.



The brand strategy is grounded in Chicken of the Sea’s promise to consumers that they can eat healthy and live happy and infusing that ethos throughout every facet of the brand experience — from the updated packaging, to the new website, to the launch campaign’s “Wild-Caught Happiness” theme.

Today’s Catalina is a leader and a change agent for good which prompted the more modern illustration style. Drawn to be more realistic, she has more dimension and a more confident stature, while wielding the power of her trident. To help with brand visibility, Catalina was also removed from the center of the logo, which serves multiple purposes. It gives Catalina the opportunity to evolve as a standalone character, while allowing for a clean wordmark that can be stacked and scale in size.



Instead of a gradient burst that can feel dated and is difficult to reproduce, the brand is now anchored in a white clamshell creating a bullseye at shelf and is uniquely relevant to the sea. Communication was pared down to include brand, variant and key claims like ‘wild-caught’ to help consumers shop the shelf. Every aspect of the brand’s visual and verbal language was considered and updated across the portfolio in a thoughtful way to make the iconic brand fresh and vibrant.

Wild-caught is also the focus of the top of the can as it’s an important distinction for consumers and speaks to sustainable fishing practices and a high-quality product.

The rebrand started rolling out in January 2023 and will continue through the year until the entire portfolio features the new branding. Beyond Tuna, Salmon products, Sardines and their line of Specialty seafood will soon feature the new look.