 The name LU comes from Lefèvre and his business partner and wife, Pauline-Isabelle 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 noted for his work for the Menier Chocolate company, created "Petit Écolier " ("the Little Schoolboy") which incorporated the LU initials.