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.

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.

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