Wedge breathes new life into a Canadian classic with its arresting rebrand for Diana’s Seafood

In the seafood space in Canada, Diana’s Seafood has long been a name that many know and love. For over 45 years, Diana’s has been synonymous with responsibly sourced, high-quality seafood. The brand has continued to be a chef’s favourite, making its way into Michelin-starred kitchens. But now, it wanted to bring its classic seafood recipes to the family dinner table, a shift that was accompanied by a rebrand led by Montreal-based design studio Wedge. While most institutions – especially in the culinary world – have a founding father, Diana’s Seafood has a founding mother. For Wedge, this fact leapt up as an immediate point of differentiation from other brands in the market, and this led them to strategically position Diana’s as ‘The Mother of Seafood.’ They also noticed that there was a high degree of authenticity to the brand, an intention to tell their story as it is, and they wanted to retain this honesty. “The original Diana’s Seafood logo was likely created by her or someone close to her in the ’70s – a name in all caps, a fish icon, straight to the point. There was something honest about it,” Chief Design Officer Justin Lortie tells us. “We learned that Diana, the woman who started it all, was a lively straight-shooter. Her ‘do it right or make it right’ attitude instilled confidence in her customers. We embraced that spirit more than anything, as well as the deep blue, bold uppercase lettering that nods to fishing boats, the hands-on work, and the legacy of a fishmonger’s family. We intended the consumer brand to be a continuation of a story that’s real and authentic.”