REBEL FISH

Dolphin Mall, Sawgrass Mills

REBEL FISH

SEASON OUR SALMON

Year

2022

Project Category

Interior Design / Visual Identity & Branding

Rebel Fish is a fresh seafood brand that reimagines how people enjoy salmon at home by offering nutrient-rich, responsibly sourced salmon portions paired with flavorful seasoning packets and convenient preparation. Designed to make healthy, lean protein both accessible and delicious, Rebel Fish delivers fresh, never frozen salmon that can be prepared in minutes without sacrificing taste or quality.

JASTOR VALUE

Jastor’s collaboration on Rebel Fish focused on shaping a brand identity that breaks free from conventional perceptions of seafood and transforms it into a playful, approachable consumer experience. The value Jastor brought to the project was in translating a product category often seen as intimidating or cumbersome into a brand that feels modern, confident and accessible.

The design system developed for Rebel Fish balances visual boldness with practical clarity. Through vibrant color accents, expressive typography and a visual language that evokes freshness and energy, the system communicates the brand’s spirited yet trustworthy personality. Designed to perform effectively across packaging, digital platforms and retail environments, the system reinforces product benefits.

DESIGN SYSTEMS

REBEL FISH

Rebel Fish’s identity captures the essence of contemporary, flavor-forward home cooking. It embraces an energetic, slightly rebellious tone that plays off the brand’s mission to make fresh fish fun, easy and approachable. By focusing on straightforward communication and expressive visual cues, the identity conveys both quality and personality.

IDENTITY

REBEL FISH

SOLUTION

Jastor delivered an integrated branding solution that unifies strategy, visual identity and communication into a cohesive brand ecosystem for Rebel Fish. The result is a scalable, recognizable brand that supports retail presence, consumer engagement and category relevance.

Other Projects

Fiji Pop

Azucar Tequila

Tonsory