Aquamar enters a new era with a bold brand refresh

Aquamar, a seafood company known for decades of innovation in surimi across North America, has unveiled a full brand refresh developed in partnership with ONE23WEST. The rebrand marks an important evolution for the company as it expands beyond surimi and steps into a broader seafood offering designed for convenience, flavour, and modern home cooking.

More than a visual update, the project reflects a strategic shift in how Aquamar wants to position itself in the market: not just as a seafood brand with heritage, but as one ready to bring fresh energy and imagination to the category.

A refresh designed to support expansion beyond surimi

The new brand identity arrives as Aquamar broadens its portfolio with a line of fuss-free seafood products created to simplify meal preparation at home. The idea behind this move is to remove barriers often associated with seafood, especially the time and effort consumers may expect when cooking it.

By making seafood easier to prepare, Aquamar wants to unlock more occasions for people to enjoy it and make it feel less intimidating in everyday life. This expansion gives the brand a stronger role in the kitchen, especially for consumers looking for practical dinner solutions without sacrificing quality.

Rebuilding the brand from the ground up

To support this next phase, ONE23WEST worked with Aquamar on a full-scale transformation that went far beyond packaging. The partnership covered strategy, brand platform, visual identity, and packaging design, helping reshape how the company speaks to consumers across every touchpoint.

This kind of end-to-end rebrand signals that Aquamar is not simply adding new products, but rethinking the brand as a whole. It is about creating a more modern, flexible, and emotionally engaging identity that can grow with the business and connect with a wider audience.

The idea behind “Unfishingbelievable”

At the center of the rebrand is the new platform: Unfishingbelievable.

The concept comes from a clear insight: seafood may be one of the biggest food categories in the world, but many brands still rely on the same familiar formulas. Packaging often looks repetitive, communication tends to feel conventional, and the category as a whole can come across as overly serious.

Aquamar and ONE23WEST chose to challenge that pattern. Instead of blending in with predictable category codes, they created a platform that gives the brand more room for humour, personality, and creative freedom. Unfishingbelievable positions Aquamar as a brand that wants to bring imagination back to seafood while still respecting its long-standing expertise.

Breaking away from seafood category clichés

One of the most interesting parts of the refresh is its rejection of traditional seafood branding tropes. Rather than relying on blue-heavy packaging, fisherman references, and other expected visual shortcuts, Aquamar is moving toward a more distinctive and modern presence.

That shift matters because many food categories, especially seafood, tend to communicate in ways that feel safe but forgettable. By stepping away from clichés, Aquamar gives itself the chance to feel more relevant, more memorable, and more in tune with today’s shoppers.

This repositioning also helps the brand stand out on shelf, where packaging has to do more than signal the product category. It has to communicate attitude, relevance, and ease at a glance.

Big Fish Energy as a brand attitude

To give the platform a clear voice, Aquamar introduced a new brand attitude called Big Fish Energy. The phrase captures the tone the company wants to project: confident, modern, and unafraid to stand out in a category that often plays it too safe.

This attitude supports the larger strategic goal of making seafood feel more approachable and engaging. Instead of presenting the category as complicated or overly refined, the new tone brings a sense of freshness and fun that better reflects how people actually make meal decisions at home.

For busy consumers, dinner is often about speed, convenience, and simplicity. Aquamar’s new products are designed to solve that practical need, and the refreshed brand identity helps communicate that solution in a way that feels lively rather than conventional.

A more imaginative future for seafood

Aquamar’s new chapter shows how a brand can use strategy and design to redefine its role within a familiar category. By expanding beyond surimi and embracing a more distinctive platform, the company is not just refreshing its look, but reframing what seafood can feel like for today’s consumer.

With Unfishingbelievable and Big Fish Energy, Aquamar is betting that seafood does not need to be serious, predictable, or intimidating to be trusted. Instead, it can be easy, modern, and full of personality.

That makes this refresh more than a cosmetic change. It is a clear attempt to bring imagination back to seafood and position Aquamar as a brand ready for the next era of home meal preparation.