A Whale of a Tale
This retail apparel brand, founded in 1998 on Martha’s Vineyard, originally sought new packaging, but we soon realized a logo refreshment was in order. The original was designed as a tie decoration (their ﬁrst product), so we applied our patented Baby/Bathwater Ratio and Brand Scalpel to subtly modify the wordmark, mothball the location, and move the pink whale mascot overhead.
“Yeah, we’ll wear that,” they said, thankfully.
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