Date: c. 1930-40
Size: 7.5 x 10.5 inches
Purchased recently in Spain, this label was designed to grace an orange crate. These labels were used in the marketing, branding, and advertising fruit and vegetables in the early 1900s and would be seen on the side of fruit boxes and at farmer's markets. They were primarily created to draw the attention of passersby, coaxing people to buy fresh produce by enticing their eyes with brilliant designs. They fell out of fashion in the 1950s when labels started to be printed directly onto boxes, and they've since become collector's items.
I am really uncertain as to what the windmills have to do with fruit grown in Spain, but perhaps these oranges were destined for the Dutch market. After all, the image is very much inspired by this poster of Holland by Austin Cooper. Authentic, vintage, colourful and perfect for a kitchen, restaurant, bar ... even a dorm room!
Printed in Valencia, Spain by the Ortega company.