Aquamar Brings “Big Fish Energy” to Seafood

When a brand evolves, its story must evolve with it. Vancouver-based advertising agency ONE23WEST took on the challenge of reimagining Aquamar, crafting a bold, fresh identity that honours the brand’s heritage while positioning it for the future. This isn’t just a visual update—it’s a strategic transformation designed to connect with modern audiences while staying true to what makes Aquamar unique.

Unlocking Seafood’s Full Potential

The brief was clear: breathe new life into seafood and bring imagination back to the home kitchen. ONE23WEST rebuilt Aquamar's brand from the ground up, spanning strategy, platform, identity, and packaging. The new platform, Unfishingbelievable, breaks free from the seafood category’s tired visual clichés—no more blue boxes, no more fisherman illustrations. Instead, the brand radiates confidence, humour, and a touch of chaos, grounded in decades of expertise.

“The category is too serious all the time. But that doesn’t help people get over the barriers that exist with seafood. At mealtime, people are tired, hungry, and trying to figure out dinner quickly. Aquamar’s product solves a real problem, so we wanted the brand to feel like a breath of fresh air.”
Matt McGarva, Group Account Director at ONE23WEST

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Big Fish Energy in Identity and Packaging

At the heart of the rebrand is a distinct attitude: Big Fish Energy. It’s a bold, contemporary lens that makes seafood feel less intimidating—and a lot more fun.

ONE23WEST overhauled the entire identity system, from logo and typography to colour palette and illustration style. The result is a cohesive, flexible brand designed to perform across packaging, digital platforms, retail environments, POS, and campaign executions.

“Seafood has been stuck in a visual rut for a long time. Same colours, same clichés, same safe decisions. Aquamar gave us permission to do the opposite. We built a brand that actually feels alive and breaks through the intimidation of seafood by making it fun, vibrant, and approachable.”
Jeff Harrison, Partner and Head of Design at ONE23WEST

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A Brand Built for the Future

Launching at the North American Seafood Expo in March 2026, Aquamar’s refreshed identity positions the brand for growth beyond surimi, across North America, explains:

“This is the brand Aquamar has been growing into for years. We have the product innovation, supplier network, and ambition to expand far beyond surimi. Now we finally have a brand that reflects that. Unfishingbelievable isn’t just a line—it’s how we think about the future of seafood.”
Daryl Gormley, CEO of Aquamar

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Creative Credits

Agency: ONE23WEST
Creative Directors: Jeff Harrison, Jordan Hamer, Spencer Ryan, Mooren Bofill
Strategy: Colin Carroll, Marguerite Gaylie
Writer: Lexie Hoffmeyer
Designers: Jeff Harrison, Claudia Deneault Robillard, Mooren Bofill
Producer: Ninette Aves
Account team: Matt McGarva, Sandra Gardon, Jonathan Longworth

ONE23WEST hasn’t just refreshed Aquamar—they’ve reshaped how the brand shows up. It’s a bold, confident identity that cuts through category sameness—and a reminder that the best work starts where conventions end.