California-headquartered seafood company Chicken of the Sea has announced its first complete rebrand in over 20 years, including a refreshed mascot, new packaging and an updated website.
According to Thai Union-owned Chicken of the Sea, its “fresh and vibrant new look” includes an updated logo that features a modern illustration of its mermaid mascot, Catalina, “to better embody the inspiring character she has always been”.
“While remaining close to Catalina’s iconic look, the mascot has been carefully updated to reflect her purpose in today’s world,” the company said.
“Catalina wasn’t the only one to receive a makeover. Chicken of the Sea took a close look at it trusted and iconic brand to help bring their ethos closer to the surface – helping to empower a healthier and happier world. The new brandmark is highly recognised as the brand people know and love, although the brand streamlined the look to help them communicate better with its consumers.”
The rebranding and design were created in partnership with Little Big Brands, a branding agency located in the New York City area specialising in brand strategy, design and activation.
To celebrate the launch, Chicken of the Sea is offering a US$1,000,000 grand prize to anyone who can submit an unaltered video that documents a real-life mermaid in action. More achievably, the company is also asking people to submit mermaid-inspired images and for a chance to win a “Swimmer’s Up Prize” of $2,500.
Founded in 1914, Chicken of the Sea provides tuna, salmon, clams, crab, oysters, mackerel and sardines in cans, cups and pouches. It sources its seafood products from around the world, and packages them at its processing facility in Lyons, Georgia, as well as at third-party facilities.
