With Michelin-star clients like The French Laundry, Jean-Georges and Daniel (as in Boulud), Wulf’s needed a brand as fresh and distinctive as its product.
Founded in Boston in 1926, Wulf’s Fish Market was a neighborhood cornerstone that thrived on word of mouth for 90 years. To position the company for growth, they needed to elevate their brand and tell a story that would be relevant to savvy customers nationwide.
We designed a logomark that is both modern and timeless, a vibrant emblem that pops on packaging, signage, and apparel. The angular form evokes a diving fish, with a subtle nod to history: the arrowhead “deli counter” tickets that Sam Wulf’s customers pulled when they lined up for his cuts. Wulf’s heritage for quality, traceable seafood suggested a tagline that says it all: “New Fish. Old School.”
The Wulf's logo was chosen as one of 20 award-winning designs, from more than 1,200 submissions total, in the 8th Annual HOW Logo Design Awards. This prestigious competition sponsored by HOW magazine has been recognizing great logo design since 2008.