A smarter home for an iconic brand
Chicken of the Sea
Brief
Chicken of the Sea has been an American household name since the 1950s, and its mermaid one of the most recognizable brand ambassadors. Through two website redesigns, seasonal consumer campaigns, and authentic storytelling initiatives, we helped bring the brand's refreshed identity to life online with a more capable, more flexible digital home.
Web design
Development
Voice & tone
Copywriting
Built to do more
The Chicken of the Sea brand had recently gone through a visual refresh. We extended that new identity into a completely rebuilt digital experience: smarter user flows, more robust product pages, better recipe functionality, and flexible modules designed to scale as the brand’s content needs grow. We also integrated email list capture throughout the site and improved usability across every device. The kind of work that doesn’t always make the highlight reel but makes everything else perform better.
Giving every product a voice
Beyond the core site, we built dedicated landing pages to merchandise new product lines and seasonal launches. Each one was designed to let the product lead, with voice and copy we originally developed for packaging, then adapted for the web so the personality carried through. This work fed into a broader effort to sharpen Chicken of the Sea’s voice overall, helping the team sound more confident and more human in everything they put out.
