Captain's Choice Frozen Fish Box
notes: label: Description
content: In 1939, Walter Landor arrived in the United States to help install the British training pavilion at the New York World’s Fair. At twenty-six years old, Landor had left his home in Germany to study art and design in Britain, where he became the youngest Fellow of the Royal Society of Industrial Artists. With whispers of war circulating around Europe, Landor decided to stay in the United States and travelled to the West Coast in search of design work. In 1941, Landor and his new wife Josephine Martinelli founded Walter Landor and Associates (today Landor) in their San Francisco apartment. The company specialized in packaging and label design for a number of iconic brands ranging from Marlboro cigarettes to Aunt Jemima to Sara Lee. As the company expanded, Landor’s base of operations moved from his home through several locations until it settled in 1962 on the Klamath, a docked ferryboat in the San Francisco Bay that would become an iconic part of Landor’s own brand.
label: Description
content: Safeway as a company has its roots in Idaho. Begun in 1915, the company expanded over the years, merging his chain of grocery stores Skaggs with Safeway (formerly Selig) stores. Throughout the century, Safeway continued to absorb other grocery chains including Vons (Southern California and Nevada), Randals, Tom Thumbs (both in Texas), and Carrs (Alaska).
label: Description
content: Safeway previously held a number of private brands specializing in different food products. It has since consolidated the majority of them, including Captain’s Choice, which focused on seafood. Landor redesigned packaging for several of Safeway’s private brands before their replacement with the larger Safeway brand.
label: Location
content: Currently not on view
setName: label: See more items in
content: Work and Industry: Occupations
creditLine: label: Credit Line
content: Gift of Tsugio Kubota
dataSource: label: Data Source
content: National Museum of American History
identifier: label: ID Number
content: 1993.0544.04
label: catalog number
content: 1993.0544.04
label: accession number
content: 1993.0544
objectType: label: Object Name
content: Box
label: Object Name
content: frozen food box
physicalDescription: label: Physical Description
content: cardboard (overall material)
label: Physical Description
content: paper (overall material)
label: Measurements
content: average spatial: 3.5 cm x 11 cm x 22.5 cm; 1 3/8 in x 4 5/16 in x 8 7/8 in