Fisher Boy’s packaging refresh was driven by the goal of modernizing the brand while preserving its recognizable assets. The update included a refreshed logo, a revamped version of the beloved mascot Telly the Pelly, and a new visual system featuring updated typography and photography. This fresh look was rolled out across the entire product line—including fish sticks, fish fillets, popcorn shrimp—and introduced two new innovation items, bringing new energy to the brand’s presence on shelf.