Food of Champions

These fun, no-nonsense labels really tell it like it is. In case it's not clear the middle jar contains peas. Yes peas. That's right, peas. Got it?

Created way back in the 60's before the rise of the generic own brand, these lovely fictional label designs featured in a series of print ads for Champion Papers, to promote their new paper range. Although the designs are over 40 years old their vibrancy and timeless simplicity still make them look fresh (same can't be said for for the contents, I'd definitely steer clear of those peas), and more appealing than a lot of the 'real' products that vie for your attention on the supermarket shelves of today.

The print ad itself is nicely put together too, under designer James Miho's creative direction. Out of the countless print related brochures and catalogue thingys that regularly land on the Sell! Towers welcome mat, it would be refreshing to see something like this print ad. Something you actually want to look at and read. Something that might make you think twice before popping it in the bin, ahem recycling bin.
You can find out a little more about the designs and ads here.


  1. Love the simplicity of these labels. But peas in a jar - just wrong!

  2. Excellent and to the point.

  3. Love!


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