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Fives Dog Food Box

Fives Dog Food Box

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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.
In the late-1920s household pets became a popular American trend which increased the need for a pet care products. During the 1930s Walter Kendall’s “Fives” ranked as a leading dry dog food brand on the West Coast. Kendall Foods, Inc., maker of “Fives,” turned to Landor to redesign the label the company had used until 1939. The new design incorporated large typeface, a cartoon dog, and a bright red carton to stand out on the store shelf. Although Walter Kendall hired Landor specifically to redesign the dog biscuit box, the project expanded to rebranding the dry food line, cartons, and changing the name from “Walter Kendall ‘Fives’ Biscuit Food” to “Walter Kendall ‘Fives’ Dog Biscuits.” The popular, newly designed product sent the company into overdrive in an effort to keep enough product on the store shelves.
Currently not on view
Object Name
Box of Dog Biscuits
overall: 22 cm x 17 cm x 6 cm; 8 11/16 in x 6 11/16 in x 2 3/8 in
ID Number
accession number
catalog number
Credit Line
Bequest of Walter and Josephine Landor
Data Source
National Museum of American History
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