Something fishy here!

Recently, whilst researching for a design brief, I stumbled upon a treasure trove of vintage sardine labels. These labels – mostly emanating from California – are dated between 1930 and 1940. Some are beautifully naive in their presentation, whilst others show a remarkable sophistication for their time.


To my mind, the following label (for the now defunct Portola Brand,) is an example of what happens when you apply a real finesse to a strong yet simple idea, most notably in the typographic craftsmanship and careful attention to both brand and product hierarchy.

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Here are a few more fine examples I unearthed from amongst a rich source of creativity back in the day. Well before my time, I hasten to add!

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‘The man from Del-Monte says yes!’.

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If you’re ‘hooked’ click here for more.

Author: Russell Hardingham, Design Director

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