After more than fifty years of stocking shelves and dresser drawers, L’eggs has reintroduced itself with a fresh take on its iconic 1970s logo. Originally crafted by Roger Ferriter, the L’eggs wordmark—known for its distinctive lowercase “g” ligatures and tightly kerned, bold letters—has long been a case study in clever branding. Now, with Executive Creative Director Cami Téllez at the helm, the brand enlisted design studio Family Office who worked with designer Britt Cobb and renowned type designer Christian Schwartz to bring that classic identity into the present day.
Since its founding in 1969, L’eggs has been a trailblazer in hosiery, famously breaking ground as the first pantyhose brand sold in grocery stores, with its unforgettable egg-shaped packaging. The brand quickly became synonymous with accessibility and everyday style, revolutionizing how women shopped for and wore hosiery. Now, with a refreshed identity, L’eggs is embracing its legacy while stepping forward to captivate a new generation.
Téllez pulled out the stops for this reimagining, bringing in design firm Family Office — started by ex-Collins designer, Diego Segura — along with Britt Cobb, formerly of Pentagram, and type designer Schwartz, the creative mind behind The Guardian, Esquire, and T Magazine. Together, the team had one goal: update L’eggs’ legendary wordmark while preserving its distinctive charm.
Britt was tasked with updating the logo without losing its original charm, inviting Schwartz to subtly redraw and refine the letterforms. Schwartz’s adjustments included fine-tuning proportions, relaxing some of the old-school rigidity, and transforming the uppercase “L” to lowercase for a more flexible and approachable look.
For L’eggs, which pioneered the hosiery market in 1969, this redesign nods to both heritage and adaptability. The updated logo keeps its retro spirit intact, while making it at home in today’s digital and physical spaces. In its quiet way, L’eggs continues to show that the best updates don’t replace the old—they just give it room to breathe.
Project Credits
Executive Creative Director: Cami Téllez, L’eggs
Brand Identity: Family Office (Collins alumni, Diego Segura and Eliz Akgün)
Wordmark: Cobbco (Pentagram alumni, Britt Cobb, Jonny Sikov, and Commercial Type’s Christian Schwartz) + Family Office.