Scott & Jon’s, the Auburn, Maine-based frozen seafood brand founded by brothers Scott and Jon Demers, is unveiling a new brand identity featuring updated packaging, enhanced recipes and refined messaging while staying true to its Maine roots.
The refreshed branding is an evolution rather than a complete overhaul, the company said. The updated look, upgraded recipes and new messaging were shaped by extensive consumer testing.
“The message from consumers was clear: taste comes first, but trust is what gets them to try seafood from the freezer,” said Scott Demers, co-founder and co-CEO. “Our refreshed look, improved recipes and Fresh Taste Promise work together to remove hesitation and deliver the kind of flavor and freshness people expect from a seafood brand born in Maine.”
The rebrand includes a new logo and tagline, “Seafood Expertise, Born in Maine,” which the company said strengthens its focus on seafood and celebrates the founders’ upbringing.
Key changes
The brand has introduced several updates across its product line. Packaging now features an elevated design that highlights taste, freshness and real ingredients. The company also has revamped recipes across top meals to deliver more restaurant-inspired flavor, informed by consumer taste tests.
New food photography showcases the seafood and ingredients in what the company describes as an appetite-forward approach. A new “Fresh Taste Promise” appears on packaging to reassure consumers about microwaving seafood. The company said a majority of consumers in testing stated the promise reduces concerns and builds trust.
Scott & Jon’s also has redesigned its website with improved navigation and the ability to search meals by type, including pasta, rice bowls and gluten-free options. The site features deeper storytelling about the founders’ Maine upbringing.
The brand’s single-serve frozen meals pair seafood with scratch-made sauces and are available in major grocery stores nationwide. The company said it is entering a new chapter aimed at boosting brand awareness and continuing its growth across the frozen aisle.