Sarabeth’s
After a quarter of a century, the legendary Sarabeth’s was overdue for a makeover. Although the signature jar of orange apricot marmalade evoked immediate consumer recognition, a typographic overhaul was needed to measure up to its reputation. Keeping the jar intact, LFL first changed the generic printed gold cap to plain silver. While it was important to maintain the oval shape for the label, the typography and border were refined, and engravings of fruit were selected. The result: a subtle yet striking difference that underscores Sarabeth’s classic identity.
Italianissimo
Italianissimo, or very, very Italian, is an eclectic guide profiling the fifty things we love—and in some cases love to hate—about Italy, from waiting on line to hand gestures to Pinocchio. Co-authored by Louise Fili and Lise Apatoff, the book is as much about the visuals as it is about the writing. Diligent photo research uncovered rare and delightful images, while more abstract subject matter called for more creative solutions. Louise’s archive of Italian ephemera, combined with Photoshop wizardry, resulted in a new kind of guide book to decode and enrich all trips to Italy.
Good Housekeeping
Few emblems evoke a more positive response than the Good Housekeeping Seal. It is such an integral part of American vernacular that it has become a metaphor for anything worthy of approval. Louise Fili Ltd was commissioned to redesign this widely recognized and respected consumer brand for its 100th anniversary. Although the seal had been redesigned many times over the past century, Good Housekeeping wanted a return to its classic qualities. LFL’s redesign sought to revive its history, while imbuing a contemporary typographic aesthetic.
Bedford Post
Located on the historic Post Road in serene Bedford, New York, this is a lovingly-restored cafe, restaurant and inn. At an initial meeting with the owners, LFL proposed the notion of fashioning the logo into a postage stamp. When discussing the different options for the imagery, the client recalled a snapshot of his grandfather standing in a wheat field. The photo was unearthed, and three logo designs were created using the image in various postage stamp formats. Once a composition was selected, Canadian artist Mark Summers was commissioned to render it in scratchboard.
Before & After
