With Michelin-star restaurants like The French Laundry in California, Jean-Georges Vongerichten and Daniel (Boulud), as clients, 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, the owners wanted to elevate the 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.”
Wulf’s Fish was chosen as one of 20 award-winning designs in 2017 from more than 1,200 total submissions. The prestigious HOW Logo Design Competition has been recognizing great logo design since 2008.
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.Anna McFarlane