FRUIT CRATE LABELS - Animal Themed     by LABELSTONE

Crate labels were originally intended to be applied to the ends/tops of produce-filled wooden crates as a means of identifying and advertising a particular brand of produce. The advent of refridgerated railroad cars meant that produce could extend as far as the rails themselves, with the local markets as the initial selling point.  Fierce competition in the local markets meant that sellers had to find creative ways of attracting buyers to their produce - hence the need for captivating and enticing labels. These vibrant works of advertising art were created in order to promote, distinguish and outsell one product from another. They needed to appeal to one or all of the buyer's six senses. Iconographic images such as cowboys and indians captured the eye and imagination of the buyers; whilst images such as mouth-watering oranges or fresh crispy vegetables conveyed a sense of health, vigor and vitality.

Animals, and what they came to symbolize in our lives, were a very popular theme. For instance, domestic pets conveyed the sentiment of a peaceful and happy home life, while livestock such as cattle or buffalo provided an impression of wide open spaces and honest farming life. Fierce lions and other wildlife appealed to our sense of freedom, power and strength; while mythical animals such as griffins and dragons conjured up mystical and magical images and appealed to our sense of adventure.

Look at the label called "Tie It On" - this is a very clever image for several reasons: 1) the use of a rather cute and lively dog for visual attraction/appeal, 2) the use of a pear on a string tied to the dog's tail appeals to our sense of humor, and 3) the name of the label "Tie It On" is a play on words of the region the apple is from - Tieton, Washington - hence a form of branding. The power of association, a rather good form of branding, is often used albeit in the image or the name of the label - or both! For instance, look at the Canadian apple crate label entitled "Hi-Point" - the rather clever use of the Moose with its obvious association with Canada. 

We will continue to explore more great themes in future lenses! Meanwhile, I hope you enjoy some of the images I have provided below and see for yourself why fruit crate labels are such fascinating and enjoyable works of vintage advertising art.

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