Eve Cigarette 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: In 1970 the Liggett Group (then Liggett & Myers Inc.) launched Eve brand cigarettes to serve as direct competition to Philip Morris’s Virginia Slims in the feminine-cigarette market. Like Virginia Slims, Eve cigarettes were thinner and longer than most “masculine” cigarettes, which were portrayed as too heavy and unrefined for a woman’s hand. In contrast to Virginia Slims, who used the language of the women’s liberation movement in its advertising, Eve’s ads focused on traditional notions of femininity. Eve advertisements portrayed elegantly dressed and conservative women with direct references to beauty, such as “Farewell to the Ugly Cigarette Pack” appearing in these ads.
label: Location
content: Currently not on view
setName: label: See more items in
content: Work and Industry: Retail and Marketing
creditLine: label: Credit Line
content: Gift of Virgil L. Johnson
dataSource: label: Data Source
content: National Museum of American History
identifier: label: ID Number
content: 1998.0225.03
label: accession number
content: 1998.0225
label: catalog number
content: 1998.0225.03
objectType: label: Object Name
content: Cigarette Pack
physicalDescription: label: Measurements
content: overall: 12.4 cm x 4.9 cm x 2 cm; 4 7/8 in x 1 15/16 in x 13/16 in