Specialist seafood brand Young’s Seafood has launched a new master brand to reaffirm its commitment to quality, leadership and innovation.
The rebrand, which is the first in over a decade, was masterminded by Springetts Brand Design Consultants to compliment new packaging for Young’s products, set to be launched in-store later this month.
The updated branding sees a newly designed version of the Young’s seascape based on the Grimsby docks and coastline between Grimsby and Cleethorpes, where the company has been based for many years.
Andy Black, managing director of Springetts, explained: “Young’s is an iconic British brand with a long history and heritage and we are really proud to be involved in re-establishing its leadership. We have replaced the old ‘out at sea’ seascape with the Grimsby costal landscape to connect the brand to the land and reflect the business’s desire to move beyond being specialists in fish to one of being specialists in great fish and seafood. This is further underpinned by the recipe card approach to product navigation, which delivers a ‘seafood bistro’ feel.”
Shoppers will see the new branding on the Chip Shop range first with a phased rollout planned across all categories.