Loewy Foods is a family business that helps companies, organizations, and nonprofits buy turkeys and hams in bulk without the headache.

As Loewy Foods transitioned into its fifth generation of family ownership, they were facing a unique problem. Despite being in business for over 100 years, Loewy didn't have a visual Brand Identity. The logo they were using was licensed from Chef's Pride, a partner in Detroit (who still uses it), and the gourmet chef didn't accurately represent the new generation of owners. As I got to know Alex and Judd, I saw them as the type of guys who were willing to run into the burning building of logistics and put out the fires just as much as they were the guys you want to grab a beer with after work. Since they interact with their customer constantly, I knew it was important that the new branding reflected their personality just as much as it did the legacy of the brand.

For inspiration, we dug through their family archive and unearthed photos of Loewenstein memorabilia a century old (like the rusted poultry trailer). I traced the letters and repurposed an old tagline — 'House of Proven Quality' — to honor the history of the business while updating the application to speak to a contemporary audience.

We launched Loewy's branding with a new website, built by Becca on Framer.

Check it out here!