The Fruited Plain
by Sara Clarke
This is a label for a crate of oranges But it doesn’t just say FRESH ORANGES, or BEAUTIFUL ORANGES, or even CALIFORNIA ORANGES.
It says “Airship”.
This was no mere box of citrus fruit, it was a dream of a better life. In the future, the label seems to say, you’ll go wherever you want, and on the way, you can eat an orange. And in the first half of the twentieth century, in Orange County, CA, the future was now.
Airship wasn’t the only brand to use wanderlust-inducing images to sell citrus fruit. Every citrus growing concern, from Sunkist to the Ventura County Citrus Association, had its own mouthwateringly illustrated crate label extolling the promise of California, the new American paradise. Making lemonade or peeling an orange wasn’t just a way to get your daily vitamin C. It was a destination. Buy this fruit and be transported to a warmer and sunnier place, where there’s fruit on the trees year round, and everything is fresh.
Then there’s this gem, which has nothing to do with wanderlust but is trippy as all hell. Seriously, this vies with the Sunmaid Raisin maiden for mind blowing illustration in marketing.
By the way, apparently the Smithsonian has blogs. This post was inspired by a six-part series on their new design blog all about the use of design to market citrus fruit to Americans. I mean, that’s what the series was about. There are hopefully going to be all sorts of other neat things on the blog, very soon. There are also blogs about history, archaeology, film, science, dinosaurs, and a million other cool subjects you’re probably interested in. Who knew?