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.
‘The man from Del-Monte says yes!’.
If you’re ‘hooked’ click here for more.
Author: Russell Hardingham, Design Director