Justin Lortie

Founder · Design Director · Chief Design Officer · Co-founder

11 articles · Jan 2022 — Mar 2026

Studios:WedgeWedge Studio

“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.”
“His work has this raw, joyful energy – bold, human, a little imperfect in all the right ways.”
“A strong relationship is mutually collaborative, never dictatorial, where solutions come with strategic rationales, thinking is shared, and curious questions are asked.”
“It's a rich universe that allowed us to not only evolve the brand world but add more richness to it, standing out from the category with the permission to own a bold, tasty and personality-filled universe.”
“To infuse character and personality, we introduced a new brand font, Goudy Bold, with a quirky meets classic persona.”
“It is important to identify and champion key brand attributes people recall, while modernising them.”

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