• by Fern Siegel , March 23, 2026

Canadian creative advertising agency One23West produced a new brand identity for Aquamar, a surimi and seafood brand.

The rebrand includes a refreshed logo, updated website and packaging system.

Founded in California in 1991, Aquamar has pioneered surimi-based seafood alternatives and helped to popularize the California roll. Plus, it wants to capitalize on the public's demand for protein.

"Seafood has been stuck in a visual rut for a long time. Same colors, same clichés, same safe decisions that disappear on the shelf. Aquamar gave us permission to do the opposite," said Jeff Harrison, head of design at One23West. "We built a brand and packaging design system that demands attention and stands out on the shelf."

New offerings include a refrigerated, fully cooked line of pan-seared creamy basil pesto Pacific cod, pan-seared spiced chile Lime Pacific cod, and pan-seared lemon butter Pacific cod.

The company serves retail and food-service markets in the U.S., Canada and South America.

CEO Daryl Gormley told Out to Launch: "The creative brings our vision to life in a bold, modern way, using vibrant visuals, confident messaging and a tone that breaks from the category’s more traditional, conservative feel. We’ve taken a hard look at what today’s consumers and retailers need — approachability, convenience and surprisingly great taste — and built a brand that delivers on all three. This evolution reflects our commitment to breaking down the barriers that will make seafood a more regular, everyday choice."

In 2021, Aquamar, owned by private-equity firm Huron Capital, became the second-largest surimi producer in North America through the acquisition of Shining Ocean.