FISHERIES & FARMS

Wulf’s Fish

Brand Development

Brand Strategy

Logo

Messaging

Print Collateral

Apparel

Packaging

A Powerhouse Partnership

Wulfs + Browne Trading Caviar Collaboration

People at a bar or restaurant participating in a tasting event, sampling black caviar from small chopsticks over a silver bowl.

A person in a plaid shirt is pointing down at a container of black caviar labeled "Wulf's Fish" from Giaveri Osteria, sitting on a table covered with a white tablecloth. There are small plates, glasses, a bottle of water, a spoon, and some coins scattered on the table.

A tin of Wulf's Fish Caviar from Classic White Sturgeon Caviar, displayed on a table with a person in the background taking a photo with a smartphone. The tin is open, revealing black caviar, and is placed on a bed of ice.

A tin of Wulf's Fish Caviar from Kaluga Malossol with black fish eggs inside, placed next to a metallic container filled with ice.

Where the Chef’s Shop

With Michelin-star restaurants like The French Laundry in California, and Jean-Georges and Daniel (Boulud), as clients, Wulf’s needed a brand as fresh and distinctive as its products.

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.”