Labels are an important marketing device. They often go beyond merely identifying contents and are designed to help establish brand distinction and generate customer loyalty for a largely interchangeable product.
This Chief Joseph brand apple crate label was used by the Ryan Fruit Company of Yakima, Washington during the early 20th century. The label was lithographed by the Louis Rocsh Lithograph Company of San Francisco, California. The label has a central image of an arrowhead with an illustration of a Native American wearing a headdress. The depiction of Native Americans was a common theme in fruit label art.
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