This retail apparel and accessory brand founded in 1998 on Martha’s Vineyard originally wanted new packaging, but Graham soon realized a logo refreshment was required. The original was designed as a tie label (their first product), so Graham applied their 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.