Brand Development
Brand Strategy
Logo
Messaging
Copywriting
Print Collateral
Merchandise/Apparel
Packaging
New fish. Old school.
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.
Photos courtesy of Wulf’s Fish
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 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 trilled to have Vervaine on our team.”
WULF’S FISH
Photo: Kayana Szymczak for The New York Times
