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New Edwards (frozen pie company) logo and packaging

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Gorgeous. The E is beautiful, the look feels nice & the packaging works.

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Infinitely better.

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Much better!  I have never seen this brand before but really like the new identity.

 

The one part that does bug me, however, is the "w" in Edwards.  Seems to be leaning forward way too much.

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I saw these at the store yesterday; it took me while to remember what they use to look like.

 

Great update!

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55 minutes ago, mfatty500 said:

Looks like they based it off of the font Tartine Script

 

Very close.  The E, R, and S are custom, but otherwise that looks like Tartine.

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The script is beautiful, the oversized circle is odd.  Shrink it down a bit and they'd really have something.  They should also lose the drop-shadow.

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