By Melody Korongwe
Diana’s Seafood, a beloved Canadian seafood purveyor with a 45-year legacy, has undergone a striking transformation, courtesy of Montreal-based design studio, Wedge.
The rebrand aimed to modernize the brand’s image while preserving its authentic roots, and the social media sphere has been abuzz with reactions.
Wedge’s strategy centered on positioning Diana’s as “The Mother of Seafood,” a powerful narrative that emphasizes trust, quality, and a nurturing approach.
This concept resonated strongly, particularly with social media users who appreciated the shift away from traditionally masculine seafood branding.
“Finally, a seafood brand that feels warm and trustworthy!” one Twitter user exclaimed.
The visual overhaul introduced a robust wordmark inspired by harbor boat lettering, creating a sense of utilitarian strength. A cleverly designed symbol, featuring two fish forming the letters “D” and “S,” became an instant hit, serving as a distinctive stamp of quality.
“The new logo is so clean and memorable,” commented an Instagram user, accompanied by a picture of the new packaging.
A vibrant color palette, featuring a contemporary blue alongside lobster orange and salmon pink, injected a fresh and modern feel.
This bold choice was met with widespread approval, with many users praising the eye-catching packaging design.
“The packaging is so vibrant! It really stands out,” a Facebook user noted.
Illustrations by LA-based artist Bill Rebholz added a playful and engaging dimension to the brand, appearing across various touchpoints.
This whimsical touch proved popular, with many users sharing photos of the illustrated posters and packaging.
“The illustrations are so charming! They add a real personality to the brand,” a user wrote on Pinterest.
However, as with any rebrand, there were some voices of dissent. Some long-time customers expressed nostalgia for the old branding, arguing that it better represented Diana’s traditional values.
“I miss the old logo! It felt more authentic,” one user posted on a local community forum.
Despite the occasional dissenting voice, the overall social media sentiment has been overwhelmingly positive.
The rebrand has successfully generated excitement and engagement, attracted a new generation of customers, while retained the loyalty of existing ones.
Melody Korongwe is a driven and ambitious journalist with a strong passion for storytelling. Holding a Bachelor’s Degree in Journalism, Media, and Broadcasting from the University of Zimbabwe, she possesses a solid foundation in newswriting and media principles. With a keen interest in contributing to the media industry, Melody is dedicated to leveraging her writing skills to produce high-quality content. She can be reached at melodykorongwe4@gmail.com or +263 786 640 520
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