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ANONYME - Biscuit Lefèvre-Utile.

ANONYME - Biscuit Lefèvre-Utile.
ANONYME - Biscuit Lefèvre-Utile.
Date: Paris, ca. 1900
Format: 560 x 750mm.
Color: Col.
Condition: Lithography in excellent condition.

Description

Colourful advertisement of the famous French cookie brand LU.
The Lefèvre-Utile Biscuit Co. Was a baker and cookie maker founded in Nantes, France in 1846 by Jean-Romain Lefèvre. Today it is known as LU and is a part of Kraft Foods. The name LU comes from Lefèvre and his business partner and wife, Pauline Utile. Their initials were first utilized by Alfons Mucha for an 1897 calendar ad for the Lefèvre-Utile Biscuit Co. That same year the company hired Firmin Bouisset to create a poster ad. Bouisset, already famous for his work for the Menier Chocolate company, created Petit Écolier ("the Little Schoolboy") which incorporated the LU initials. Bouisset's poster was used extensively and the image was embossed on the company's Petit Beurre line of biscuits. Within a few years, the success of the logo resulted in the company becoming known as LU. The founders' son, Louis Lefèvre-Utile took over the company and eventually it was acquired by Generale Biscuit S.A. which in turn was sold to Groupe Danone in 1986.
500€
  • N° Reference: 27058
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ANONYME - Biscuit Lefèvre-Utile.
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Librairie Loeb-Larocque specializes in maps, atlases, and travel books from the 16th to 19th centuries.

The Librairie was founded in 1958 by Louis Loeb-Larocque. Originally, he arrived in France from Germany shortly after World War II. He started an antiquarian map and book shop in Paris, specializing in early maps, atlases, travel books, and prints. The shop was located at Rue Le Peletier until 1996, and was frequently visited by collectors and fellow dealers from all parts of the world.

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