Sarabeth's After a quarter of a century, the legendary Sarabeth’s was long overdue for a makeover. Although Sarabeth’s signature jar of orange apricot marmalade evoked immediate consumer recognition, a typographic overhaul of the packages was needed to allow the look of the product to measure up to its reputation. Keeping the jar intact, Louise Fili Ltd recommended changing the generic printed gold cap to plain silver. While it was important to keep the oval shape for the label, the typography was refined and edited for clarity, a simple, more elegant border was used, and more precise engravings of fruit replaced the previous illustrations. The new type treatment was carried over to Sarabeth’s restaurants, bakery and kitchen, as well as gift boxes, hot chocolate tins and cookie jars. The fresh look is a subtle yet striking difference that underscores Sarabeth’s classic identity.
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