Diana's Seafood
Wedge• Date added
• Date added
For over 45 years, Diana's Seafood has been more than just a fish supplier. Built on the unwavering principle of "Do it right or make it right," the company has established a reputation for quality, becoming a trusted choice for Canada's top chefs and Michelin-starred kitchens. Now, Diana's Seafood is focused on redefining the seafood experience at home by delivering premium, responsibly sourced fish that is true to its label, straight to the family dinner table.
Montreal and Los Angeles-based brand and creative studio Wedge partnered with Diana's to develop an ambitious brand vision and strategy aimed at shifting perceptions and introducing a fresh experience to the deep-seated traditions of the seafood category.
Client
Maximum Seafood
Year
2025
Chief Design Officer
Justin Lortie
Chief Creative Director
Sarah Di Domenico
Strategy Director
Nancy Chen
Typefaces in Use
While many institutions have a founding father, Diana's Seafood has a founding mother. "The Mother of Seafood" serves as a symbol of trust, nourishment, and care. This vision laid the foundation for a brand world that radiates confidence, embraces joy, and sets a new standard for responsibly sourced seafood.
"Illustration also plays a big role in the brand world. This work is done by American artist Bill Rebholz. His work has a raw, joyful energy — bold, human, and a little imperfect in all the right ways. There's a deep European influence in his style, a nod to vernacular packaging — tomato cans, soda labels, hand-painted market signs — design that was never trying too hard, just doing its job beautifully. That felt like Diana's world: honest, hands-on, full of life. Bill's illustrations bring that warmth, that charm, that feeling of stepping into a fish market where everything is fresh, personal, and full of stories. It's tradition, reimagined."
In the seafood aisle, blue dominates, with various shades conveying the same message. Diana's Seafood embraced this category norm with a fresh, modern blue for the wordmark, while extending beyond it with a palette that reflects warmth, generosity, and the energy of its founding mother. The depth of seafood is captured through colours like Lobster Orange, Sea Urchin Purple, Seaweed Yellow, and Fresh Oyster Teal.
The bold, contemporary blue logo, inspired by harbour boat markings, acts as a clear visual anchor for the brand, evolving from the company's original symbol. At its core, Diana's Seafood is committed to responsibly sourced seafood, reflected in the 'stamp of quality,' which serves as a promise of trust. The two fish in the design subtly form a D and S, representing Diana's Seafood.
"The wordmark features Martin, designed by Tré Seals from Vocal Type. We love how bold, modern, and confident the typeface feels. The design team added custom details, or "fins," to the terminals of the S to give it a special charm that amplifies the seafood feeling. The same curve is used in the system to frame photography. Take a look at the packaging, and you'll notice it in the corners."
Wedge
Wedge is a strategically-backed creative boutique that focuses on developing distinct brand identities. The boutique works with progressive founders and businesses to evolve, clarify, and build their brand, helping them move on to the next stage of growth across strategy, identity, packaging, campaigns and more.
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