Established in 1805, Young’s Seafood, a cornerstone of British seafood, has a rich history stretching back over 200 years. Headquartered in Grimsby, UK, the company is a major player in the nation’s seafood industry, producing a wide variety of products, from frozen fish fillets to their iconic fish fingers. Annually, Young’s supplies around 40% of the UK’s fish consumption. With an avarage yearly revenue of £200 million and a wide range of high-quality products, Young’s has earned its place in British households.
Two years ago, Young’s Seafood announced a significant rebranding effort aimed at modernizing its look while respecting its heritage. The London-based design agency Springetts was chosen to lead this transformation, creating a refreshed logo, packaging, and other brand elements. This rebranding effort brings a fresh perspective to the iconic Young’s emblem, which had been a staple for over 40 years.
The Heritage and the New Identity
According to Young’s Seafood’s press release, the new brand identity by Springetts pays homage to the company’s long-standing history and its founder, Elizabeth Young. Elizabeth’s story is both remarkable and inspirational. She started as a street vendor, selling fish and shrimp, but eventually built a thriving business with a fleet of fishing vessels. The new identity places Elizabeth at the heart of the brand’s image, recognizing her as a pioneer and a figure of resilience, progress, and passion. This unique approach to using a real historical figure, rather than a fictional mascot, sets Young’s apart from its competitors and brings authenticity to the brand’s story.
Elizabeth Young is now featured on the logo and packaging in Young’s signature colors, red and blue. Her image, distinct and symbolic, embodies a narrative of strong female leadership in a traditionally male-dominated industry. This focus on Elizabeth’s legacy aligns well with current cultural values that celebrate powerful and ambitious women, providing a real-life hero that customers can connect with.
Customer-Centric Rebranding and Core Values
The decision to place Elizabeth at the center of the brand’s visual identity was inspired by a survey, in which many customers expressed interest in learning more about Elizabeth Young’s inspiring story. Springetts tapped into this sentiment, designing a logo and brand story that reflect Young’s core values: pride, passion, and progress. These principles are also reflected in the emphasis on one of Young’s most iconic products—the fish finger, which has become synonymous with the brand.
Evolution of the Logo and Design Elements
Since the 1940s, Young’s logo has featured a Gothic-inspired wordmark, with sharp lines and a distinct style. In this rebranding, the team softened the logo’s harsh edges, replacing the rigid, broken lines with smooth, rounded curves. Additionally, the thin blue outline around the letters was removed to create a cleaner look. This updated logo now incorporates the founding year of the company, elegantly displayed below “Young’s” in a simple, refined font with delicate dashes on each side. The new design also includes Elizabeth Young’s signature, reinforcing her presence within the brand’s identity. The iconic red and blue logo resembles a maritime signal flag, referencing Young’s longstanding association with the sea and seafood.
The story of Elizabeth Young aligns beautifully with modern values and reflects a narrative of a strong, determined woman who founded a successful company from humble beginnings. Her presence in the logo reinforces a sense of authenticity and history that distinguishes Young’s Seafood from competitors who often rely on fictional characters. The softened Gothic typeface also supports a theme of elegance and femininity, resonating with the company’s choice to highlight Elizabeth’s legacy.
With Springetts’ redesign, Young’s Seafood successfully marries its storied past with a renewed brand identity that honors tradition while embracing a progressive future. This rebranding not only modernizes the look of the company but also deepens its connection to customers by celebrating the values and history that make Young’s a household name.
