DIANA’S SEAFOOD

For over 45 years, Diana's Seafood has done more than sell fish. It has built a reputation on an unshakeable principle: "Do it right or make it right". That relentless commitment to quality made it the gold standard for Canada's top chefs and Michelin-starred kitchens. But the next horizon? Your kitchen.

Diana's set out to redefine what we expect from seafood at home—bringing premium, true-to-label, responsibly sourced fish onto the family dinner table through a line of delicious meals. To do that, they needed more than just packaging. They needed a big brand vision and world with a strategic foundation that would shake perception and bring a new experience to the deep-seated traditions of the seafood category.

Enter Wedge.

Where most institutions have a founding father, Diana’s Seafood had something different. A founding mother. "The Mother of Seafood" became the north star—a brand platform that is as bold as it is warm. A symbol of trust, nourishment, and care. If it’s Diana’s, it’s good! This bigger idea became the foundation for a brand world that radiates confidence, embraces joy, and sets a new standard for what responsibly sourced seafood looks like.


And the market took notice.

With this strategic foundation, Diana’s didn’t just enter the consumer space. It led the charge. The brand secured multi-unit national retail partnerships and emerged as a category defining force. As CEO Matthew Corbeth puts it: “We are not merely participating in the market—we are driving its evolution.”

Brand Strategy & Narrative, Visual Identity SYSTEM, Packaging System,Brand Voice & Messaging,
Brand Guidelines, Creative Direction, Photo Direction & PRODUCTION, DIGITAL DESIGN

Behind The Design: Look at the seafood aisle, and you'll see a sea of blue—different shades all speaking the same language. We leaned into that category code with a fresh, contemporary blue for the wordmark. Like names painted on harbor boats, it is bold, it is utilitarian, it is built to be seen from a distance. To stand strong across the shelf, acting as a visual anchor for the brand.

Behind The Design: The secondary brand font, Milano designed by Alex Lescieux, is a variable typeface spanning five widths, from Compressed to Extended. During our deep dive into the visual language of fishing culture, we came across old fisherman crates—each marked with hand-painted type that flexed to fit the space. Milano carries that same spirit. It is integrated in the brand with a playful system where mixing widths mirrors the adaptability of those original hand-lettered crates, keeping the brand dynamic and rooted in history.