Strategy messaging ads apparel identity illustration merchandise packaging print signage web

Wulf's Fish

New fish. Old school.

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.


  • Strategy
  • Messaging
  • Identity
  • Web
  • Print
  • Merchandising
  • Signage
  • Apparel

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.

Anna McFarlane, Chief Operating Officer

“The creativity and finesse of the Vervaine team gave us a new brand identity that we feel truly represents who we are as a company. We are thrilled to have Vervaine on our team.”

Table No. 1

Making waves on Nantucket

Fishermen's Alliance

Small boats. Big ideas.

Drift On Island

A buttoned-down brand for laid-back couture

Hutker Architects

A brand with good bones