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.
The article announces the winners of the 2025 DIELINE Awards, one of the world’s largest packaging design competitions. Rollr by Mother Design won Best of Show for its sustainable refillable deodorant packaging, while Wedge and Nice People shared Studio of the Year honors. The piece highlights trends like sustainability, inclusivity, and innovative material use across global packaging design.
It’s Nice That announces the April 2026 edition of Nicer Tuesdays in Los Angeles, featuring talks by Wedge Studio, Mindy Seu, Da’Shaunae Marisa, and Ben Sanders. The event will explore topics across branding, design, publishing, photography, and painting, offering insights into each creative’s process and recent projects. The evening will take place at The Vermont Hollywood on 14 April 2026.
The Brand Identity features Wedge’s rebrand of Cocofloss into Cocolab, a joyful and design-forward oral care brand. The Montreal and LA-based studio developed a vibrant visual identity, packaging system, and positioning centered on pleasure and emotional engagement rather than clinical cues. The rebrand introduces a colourful, beauty-inspired system that redefines dental care as a lifestyle experience.
Wedge developed a new brand identity for GrowHappy, an allergen introduction brand founded by Stephanie Wibom. The project redefined the category through the concept of 'ImmunoNutrition,' combining scientific credibility with a warm, reassuring visual identity. Soft colors, botanical illustrations, and approachable design elements helped shift parental perception from fear to confidence.
The Dieline announced the winners of its 2025 Awards, celebrating excellence in global packaging design. Mother Design’s work for Rollr won Best of Show, while Wedge and Nice People shared Studio of the Year honors. Established received the Editor’s Choice Award for its inclusive and accessible packaging for Tilt Beauty.
Wedge has rebranded Canadian seafood company Diana’s Seafood with a new identity that blends heritage and modernity. The project uses contrasting typefaces Martin and Milano, a blue-heavy palette, and nostalgic illustrations by Bill Rebholz to reflect the brand’s legacy and freshness. The rebrand positions Diana’s as both traditional and forward-looking, appealing to a new generation of seafood lovers.
Montreal-based studio Wedge has rebranded Canadian seafood institution Diana’s Seafood, repositioning it as ‘The Mother of Seafood.’ The new identity draws from the brand’s heritage and authenticity, featuring a refreshed fish symbol, bold typography, and expressive illustrations by Bill Rebholz. The rebrand celebrates Diana’s legacy while modernizing its visual language for a broader consumer audience.
Montreal and LA-based studio Wedge has refreshed the identity of Mott's Clamato Caesar, a beloved Canadian cocktail brand owned by Keurig Dr Pepper. The rebrand modernises the heritage identity with a flavour-forward strategy, new custom wordmark, and 3D packaging visuals while retaining key brand assets like the navy colour and Caesar glass. The project aims to appeal to a new generation of cocktail lovers and expand the brand’s flavour portfolio.
Wedge has refreshed the identity of Mott’s Clamato Caesar, Canada’s iconic cocktail brand, to appeal to younger audiences while preserving its heritage. The rebrand introduces a bold, flavour-forward visual system centred on the concept ‘Bring on the Flavour,’ featuring a redrawn wordmark, Goudy Sans Bold typography, and vibrant packaging. Collaborations included typographer Etienne Aubert Bonn, 3D artist Sam Walker, and photographers Leeor Wild and Michael Kazimierczuk.
The Brand Identity profiles Wedge’s new Montreal studio, Wedge House, designed by co-founders Sarah Di Domenico and Justin Lortie as a creative environment that nurtures collaboration and inspiration. The two-storey brick building features spaces for gathering and focus, custom furniture, and artwork by friends and collaborators. The project reflects Wedge’s philosophy of designing spaces that foster creativity and community.
The Brand Identity’s interview, presented by Brandpad, explores how to make branding 'not boring' through insights from Montreal’s Wedge and Oslo’s Heydays. Founders Justin Lortie and Lars Kjelsnes discuss the balance between systemisation and spontaneity, authenticity, and risk-taking in brand design. They reference projects for EQ3 and Limón to illustrate how structure and playfulness can coexist in effective branding.
Wedge, a Montreal and Los Angeles-based design agency, delivered a respectful brand refresh for Canada Dry, honoring the beverage’s 130-year legacy. The project modernizes the brand’s packaging and identity while preserving its nostalgic elements through a custom wordmark and carefully chosen typefaces. The refreshed design enhances shelf recognition and evokes a sense of familiarity among consumers.
Montreal-based studio Wedge created a vibrant, heritage-inspired identity for Californian food brand Brami, blending modern health-conscious values with the warmth of traditional Italian cuisine. The system features a custom wordmark, a mix of vintage-inspired typefaces, and a bright yellow palette that conveys optimism and authenticity. The design celebrates Brami’s playful and soulful approach to Italian food while ensuring strong shelf presence across product lines.
This interview with designer Sébastien Paradis explores his transition from a decade of freelancing to joining Montreal-based studio Caserne full-time. Paradis reflects on his career path, creative philosophy, and notable projects such as the Maitri cannabis brand packaging. He discusses the value of collaboration, the Montreal design scene, and his admiration for Caserne’s culture and community-driven initiatives.
Montreal-based studio Wedge marked 420 by showcasing three distinct cannabis brand identities they’ve created: Carmel Cannabis, B!NGO, and P’TITE POF. Each identity reflects a unique personality—from handcrafted authenticity to vibrant affordability and Quebecois cultural flair. The projects highlight Wedge’s versatility in navigating strict cannabis branding regulations while maintaining creativity and local relevance.
The Brand Identity’s 'Working From Home' series features Montreal-based studio Wedge, with team members Ariane Leblanc, Justin Lortie, and Noé St-Onge sharing how they’ve adapted their routines during the COVID-19 lockdown. Each discusses their home workspace, daily habits, and ways of staying motivated while working remotely. The tone is reflective and positive, emphasizing gratitude and adaptability.