Passed down through the generations, Fritz & Hawley Guild Opticians has become a staple within the New Haven County community, and needed a cohesive visual identity wrapping their years of history together. We honored this rich past in every choice we made, whether that be including a small “and” banner in a monogram that references a Fritz & Hawley monogram from 1900, or building a historical narrative into a takeaway journal for preferred clients.

The primary wordmark was hand-lettered with care, nodding to various Fritz & Hawley wordmarks of the past. A strong and blocky secondary mark carries itself with confidence, while having just the right amount of personality in its diagonally stacked letterforms.

To add a new-school shop feel to the refined brand, a set of illustrations inspired by New Yorker cartoons were developed around every city’s meeting place: the bus stop. Frames on every figure function similar to Fritz & Hawley’s curated inventory, bringing every person (and dog)’s personality to the forefront.