Justin Lortie

The opportunity is to see oral care as part of a beauty, wellness and self-care ritual, transcending tradition and norms.

nHA is the hero, the reason this product exists. So the hierarchy is simple: the name, then the proof.

We kept the No List and brushing instructions, because with nHA the method is part of the performance: spit, don’t rinse.

The logo is drawn, not typeset. We gave it unusual terminals, narrow joins, sharp apertures.

You have to say everything twice, so you decide what’s actually worth saying.

Where most have a founding father, Diana’s has a founding mother.

That difference became our opportunity to create a brand with an insatiable energy, ferocious care, sense of nourishment, and beautiful vibrancy that only a mother can give.

Bill’s work brings a craft, bold charm, and warm quality. His work brings that feeling of stepping into an authentic fish market.

The original Diana’s Seafood logo was likely created by her or someone close to her in the ’70s – a name in all caps, a fish icon, straight to the point. There was something honest about it.

We embraced that spirit more than anything, as well as the deep blue, bold uppercase lettering that nods to fishing boats, the hands-on work, and the legacy of a fishmonger’s family.