As It Happens

High Liner Foods confirms captain's makeover with 'trim and a fresh wardrobe'

They say a good makeover accentuates your natural beauty. That was apparently the goal behind Captain High Liner's new look, says the Canadian seafood company.

New hatless, turtleneckless logo reflects the Canadian seafood company's 'modern brand'

A updated High Liner Foods logo features Captain High Liner sans his iconic hat and turtleneck. (High Liner Foods)


They say a good makeover accentuates your natural beauty.

That was apparently the goal behind Captain High Liner's new look, which frees the frozen seafood brand's iconic mascot of his familiar hat and blue turtleneck.

"It was never about creating a new Captain or changing him too much. We wanted people to see what was always there," High Liner Foods spokesman Craig Murray said in a press release. 

"He's the Captain Canadians know and love. We just let him shine with a trim and a fresh wardrobe."

This is the Canadian company's first official comment on the captain's rebranding since Ottawa artist Andrew King tweeted a picture of it on April 8. 

"Now he looks like that well groomed and fit grandpa guy at a hipster bar," King wrote after spotting the logo at a Metro grocery store in the nation's capital.

Since then, the captain has been generating lots of buzz online.

Huffington Post dubbed him "A Total Silver Fox," and folks on Twitter have called him, among other things, "hot," "the Grindr type" and "a thirst trap."

The New Captain High Liner logo lacks the blue hat and turtleneck of the classic. (High Liner Foods)

"We appreciate the attention and that people like him," Murray said.

"He is the same trustworthy Captain, but now people see him in a new light. His look fits our 'young at heart' personality. He reflects that we are a modern brand creating new and inspiring seafood products."

The rebranding coincides with the Nova Scotia-based company's 120th anniversary.

Written by Sheena Goodyear. 


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