Diana’s Seafood
A founding mother anchors a seafood identity
Wedge evolved Diana’s Seafood for a consumer range rooted in the company’s founding-mother story. The identity translates the warmth and standards of the established seafood business into packaging for home cooking. A bold blue wordmark draws on names painted on harbour boats, giving the brand a prominent anchor across products. Secondary typography uses Milano by Alex Lescieux, a variable family with five widths. Its changing proportions reference hand-painted lettering fitted onto fishermen’s crates. Mixing those widths introduces variation while maintaining a connection to working waterfront culture. The project combines strategy, voice, packaging architecture, illustration and digital design within the new consumer-facing identity.
Set in Milano
Insights
- The founding-mother narrative provides a distinct starting point for the brand.
- Milano’s variable widths recall lettering adjusted to fit old fishing crates.
- A strong blue wordmark maintains recognition across the packaging system.
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