The initial intention of this article was simply to highlight Sea Sisters’ singular branding within their market. The bright, graphic, illustrative cans were what led me to seek out a conversation with the owner of the company. However, during the interview, it was clear that whilst their branding was indeed interesting, Sea Sisters mission to change the British fishing industry would dominate the article. During my interview, Charlotte - the owner of Sea Sisters - spoke so passionately about her wishes to influence the way that the British public bought and consumed fish that the focus had to be on this. Beneath is an excerpt and a link to the original article on Substack.
SEA SISTERS WAS LAUNCHED IN 2021 AND AT THIS TIME THEY WERE THE ONLY BRAND CANNING FISH IN ENGLAND (IN FACT THEY WERE THE FIRST TO DO SO SINCE 1940). FOUNDED BY HUSBAND AND WIFE ANGUS COWAN AND CHARLOTTE DAWE AND NAMED FOR THEIR TWO DAUGHTERS, SEA SISTERS IS A BRAND WITH GOALS THAT GO FAR BEYOND SELLING A PRODUCT: THEY ARE TRYING TO CHANGE THE WAY BRITISH PEOPLE THINK ABOUT THE FISHING INDUSTRY IN THE UK. FIRST THING TO KNOW THOUGH, DON’T CALL THEIR PRODUCT “TINNED FISH.”
“WE WOULD SAY TINNED FISH IS SOMETHING YOU’D BUY IN SUPERMARKETS THAT’S REALLY LOW QUALITY, PROBABLY NO ETHICAL OR SUSTAINABLE TRACEABILITY, DEFINITELY PRODUCED OVERSEAS AND IS VERY MUCH A BACK OF THE PANTRY LAST RESORT FOOD THAT YOU’D PROBABLY HAVE TO ADD LOADS OF OTHER THINGS TO IN ORDER TO MAKE IT TASTE NICE,” SAYS CO-FOUNDER CHARLOTTE DAWE.
“ITS NEVER BEEN RESPECTED, THERE’S BEEN NO CULTURE HERE FOR THE BRITISH PUBLIC TO ENJOY ‘TINNED FISH’ AS A HERO PRODUCT. AS SOMETHING YOU’D CRACK OPEN AND ENJOY WITH A FINE WINE OR A DELICIOUS CIDER OR LAGER, LIKE BEAUTIFUL CHEESE OR CHARCUTERIE. WHAT WE WANTED TO DO WAS TO PULL OURSELVES AWAY FROM THAT CATEGORY ALTOGETHER AND CREATE OUR OWN CATEGORY THAT IS BRITISH CONSERVA”.