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Archive for the ‘Champ pet food’ Category

Unblemished Record: The Flawless Reign of Bernard Roundhill

In Air New Zealand, Alberto Vargas, Bernard Roundhill, Bixies, Blue Bonnet, Blue Bonnet Jams, board games, Bond & Bond, Butland Industries, C.L. Innes & Co. Ltd, Cadbury Fry Hudson, Cadbury's, Cereal Foods (N.Z.) Ltd, Champ pet food, Cheesecake art, Choysa Tea, commercial artist, Coulls Somerville Wilkie, Craig's canned foods, Craig's Jams, Crest Fine Foods, DB Lager, Diamond cereals, Diamond Pasta, Dolphin swinmsuits, Dominion Breweries, Duval Dimwit, Edmonds, Foodstuffs (NZ) Ltd, Four Square, Four Square Supermarkets, George Petty, Goldpack dried fruits, Goldpack Products, Holdsons games, Illustrators, Innes soft drinks and cordials, Irvine & Stevenson, J.R. Butland, Jason Products, Judith Ann Field, Ken Chapman designer, Kia-Ora jams, Lincoln Games, Little Chief socks, Ltd. calendars, Mabel Rollins Harris artist, McKenzies stores, Montana Wines, New Zealand Home Journal, Norman Rockwell, O-Tis oatmeal, Oak, Peter Pan ice cream, Peter the Pilot, Pin ups, Qantas Airways, RNZAF, Robinson's, Royal New Zealand Air Force, Sanitarium Health Foods, Scientology, Skippy the dog, Speights beer, St. George, Swiss Maid dairy products, Teachatot, TEAL Airways, The Mirror magazine, Thompson & Hill, Timaru Milling Co, Tiny & Droop, Wattie's, White's Aviation, Whittome & Stevenson, Winstone Limited, Wyona canned foods, Yates seeds on December 2, 2013 at 10.46

Diamond O-Tis by Timaru Milling back of Peter The Pilot on Active Service cereal card Album 1941 Bernard Roundhill BACK EDIT copy

An advertisement for Diamond O-Tis, by Timaru Milling Co., from the back of the “Peter The Pilot on Active Service” cereal card album, issued 1941. Designed and printed at Coulls Somerville Wilkie, Dunedin. Image courtesy of Dave Homewood, from Wings Over Cambridge http://www.cambridgeairforce.org.nz/

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Bernard Roundhill was probably Aotearoa’s most successful commercial artist, and certainly the most feted, in retrospect. He has come to be known as the “King of the Airbrush.” That’s a fair moniker; he was a pioneer and pretty much master of the technique in New Zealand. He’s also been described as “the founding father of commercial art”.
This a bit cheeky as he was not – that phrase indicates he was the first and possibly also suggests he was the best. Neither of these things are particularly true. All you have to think of is Joseph Bruno Moran, for instance, and a list of others that came before him and which no doubt he was beholden to. There’s no question he was easily and heavily influenced by others and ergo, indebted to those that were successfully working previously.

Portrait of Bernie Roundhill holding a book titled Information Circular NLNZ collection Nov 1945 Ref WA-00758-G Photograph  by Whites Aviation

Portrait of Bernie Roundhill by White’s Aviation, late 1945, holding a book titled “Information Circular”, which probably has one of his cover designs. NLNZ collection, Ref WA-00758-G

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Born in 1911, Hull, Yorkshire, England to John William and Mabel nee Tate – Bernie, as he was known to most, had two older brothers Kenneth Spencer and Maurice William, one older sister Mabel who was born 1908 in New Zealand, and two younger brothers.
 

Auckland in Fifty Years 1956 Bernard Roundhill  for Winstones Te Papa collection  copy

“Auckland In The Year 2000”, artwork for Winstone’s promotional book centrefold, 1956, is Roundhill’s most famous illustration. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000659/001/0001

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John William Roundhill (b.1887), having also hailed from Hull, had immigrated to New Zealand in 1903 with his brother Alfred. They both worked as labourers in the Timaru, Canterbury area. He met Mabel Tate there whom he married in March 1905. Alfred met Mary Jane Dukes and married her also in Timaru, 1905.

Dolphin swimsuits illustration by Bernard Roundhill for Whites Aviation Ltd Ref WA-03719-F Alexander Turnbull Library EDIT

Dolphin swimsuits advertisement for Whites Aviation Ltd, 1950. Image courtesy of  Alexander Turnbull Library, Ref WA-03719-F 

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At some point between 1908 and 1911 the Roundhills returned to Britain, where Bernard was born. The family left England again in 1912 – for good this time. His brother Charles came into the world just before they returned to New Zealand. Many sources repeat information from others ad hoc without checking, and quote Bernard as being three years old on arrival; this is incorrect.

Edmonds Advertising Framed palsop 1 Bernard roundhill perhaps EDIT cfurther

Double page spread advert from a 1959  Edmond’s “Sure To Rise” cookbook, which I believe was the 4th printing of the Deluxe version of the 1956 8th edition.

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They settled in Gleniti, Timaru at first, and then later in the 1910s moved to Fairlie, South Canterbury. A younger brother , George, was born in 1917. By this time a young Bernard was already obsessively drawing.
One of the stories repeated that Bernard allegedly told was of around this time, seeing the first plane in New Zealand fly over, and chasing it across the fields with 25 shillings given to him by his father to beg the pilot to take him up – thus beginning his life-long obsession with all things aviation and space orientated and the sense of freedom that entailed. How fanciful this tale may be is worth consideration given that it was not until 1920 the first flight in Aotearoa flew across Cook Strait. Only the third flight in New Zealand the following year by Bert Mercer that was in the vicinity, when he flew from Invercargill to Auckland.

Bernard Roundhill Painting of a Baby Dog & Slipper for magazine cover 1950 EDIT

Painting of “Baby, Dog & Slipper” for a magazine cover, 1950. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000660/001/0003.

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Roundhill studied architectural drafting by correspondence, in the late 1920s. Bernard was also a cabinet maker and learned the trade from his father – known as a perfectionist, as was apparently his spouse. This obviously had an impact on a formative Bernard and influenced his work practice.

Innes Cordial labels by Bernard Roundhill Te Papa copy

Innes cordial labels for C.L. Innes & Co. Ltd: from left – Reg: CA000680/001/0015 produced 1956, Reg:CA000680/001/0024 produced mid-late 1950s, and Reg:CA000680/001/0023, produced mid-late 1950s. Images courtesy of Museum of New Zealand Te Papa Tongarewa

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He then moved to Timaru around 1931 where he got his foot in the door of commercial art,  trying his hand professionally at window display material – designing signs, price tags and jewellers’ cards for various businesses. During this period of the lean depression years he also created paintings on material to earn money, daubing demons and heroes on velvet cushion covers and firescreens to earn a meagre living; all the items being dispersed by two salesman friends.

Bernard Roundhill art - OAK WATTIE'S WYONA ROBINSON'S HOLDSON ST GEORGE PETER PAN BLUE BONNET SWISS MAID WONDER SET HAIRSPRAY Te Papa Collection between 1961-1977

A selection of Roundhill Studio designs for various companies. Although this photo looks like it dates from the late 1950s, it was actually taken of contemporary products sometime between 1971-1976. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000672/003/0002

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This followed a move to Dunedin where work was still thin on the ground, and at first he would accept anything going – recalling one job akin to performance art where he painted on the velvet dresses of live models behind the display glass of a store in The Octagon. This led to some textile design work creating floral patterns.

Bernard Roundhill, Fissionable material. Framed calendar print, 1950s Dunbar Sloane

“Fissionable Material”,  framed calendar print, 1950s, likely commissioned by L. R. Allen & Co., Ltd. Image courtesy of Dunbar Sloane Auctioneers.

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However it was not long before he started to become successful. By 1933 he began working as chief designer for both confectioners Cadbury Fry Hudson and publishers Coulls Somerville Wilkie in Dunedin, who shared his much-in-demand services, split morning and afternoon. It was here working for the latter he created some of his most well-known work – the “Peter the Pilot” character for Timaru Milling Co ‘s O-Tis breakfast cereal, doing a number of adverts, packaging items, album covers, trade cards, and other merchandise; records state from 1939 to 1954. Although, Peter the Pilot had already been issued as an album by 1938, and he continued to work for this company through to at least the early 1970s.

Bernard Roundill for Winstone   from Peter Alsop book sampler CROP

Original artwork for Willy, Lofty, Tiny and Droop: concreting and drain-laying, illustration for Winstone’s promotional book, 1956. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000659/002/0005

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About this time, Roundhill discovered the airbrush art technique after reading articles about American and German commercial art in a magazine, and inspired by this idea he developed it for his own work, purchasing an Aerograph with a hand-pump compressor, even constructing his own equipment and customising the process in order to create the smooth, graduated and mechanical effects he wanted to achieve. By his own estimation it took around seven years of long work days to learn the craft thoroughly enough to be comparable to the commercial artists he admired – whose work filled magazines like Popular Mechanics.

CHAMP - CHAMP PET FOOD COMPANY - Skippy The Dog J R BUTLAND (dog food and cat food) 1950s EDIT copy 1

Champ dog food can label, featuring Skippy the dog, for J.R. Butland, late 1950s. Private collection 

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In 1935 he married his first wife Eileen Grace Morey in Dunedin. In 1938 they were living at 20 Cranley Street, Dunedin Central, – but then the same year they picked up and relocated with Bernard’s parents at 11 Littlebourne Crescent. Just to add to a crowded situation, Bernard’s brother Kenneth, a carpenter, was also living at the family home (his father John William was also now working as a carpenter). At this time Roundhill worked on the 1939-1940 Centennial Exhibition, as well as for Wattie’s (canned foods) and Speights (beer).

Choysa Tea for Bond & Bond 1950 Bernard Roundhill - Art New Zealand edit

Choysa Tea advertisement,  for Bond & Bond, 1950.

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This move may have had something to do with Bernard commencing military service that year – as a draftsman in the intelligence office of the 8th Brigade, mainly drawing maps. Leigh-Ellen Roundhill, Bernard’s daughter, is now an artist herself working on the Gold Coast in Australia – “Like so many other men, he did not speak of his war years. What I do know is that he was in the Air Force and did the Bombsight surveying (a device used by aircraft to accurately drop bombs, Bombsights were a feature of most aircraft from WW I onwards). Then his commanding officer would keep him back in Wellington to do map work. His work was very hush-hush and I was told he was part of the Secret Service. “

Crest - Bartlett Pears label  - Mike Davidson EDIT

Crest Bartlett pears can label, for J.R. Butland, late 1950s. Image courtesy of Mike Davidson collection

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In 1942 he moved over to the Royal New Zealand Air Force and worked for the Government architect’s office. All seriousness and secret business aside, Roundhill developed “Wing Commander Duval Dimwit” for their instruction manuals during this time to bring “a little humour into them” in the vein of the RAF’s Pilot Officer Prune – and also did brochure covers and pin-up art for aircraft noses, basically whatever was required or desired.

Innes Lemonade Bernard Roundhill 1950-1951 CROP 1

The Innes Lemonade girl. Poster artwork for C.L. Innes & Co. Ltd., 1950-1951. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000672/001/0014

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It is said he moved to Auckland in 1939 although this cannot be true since his second wedding was in Otago – it wasn’t that long before the marriage with Eileen foundered and Roundhill had met someone else. I think biographers are confused in regards to Bernard’s service in which he was stationed in both Auckland and Wellington during those years, but not permanently. Eileen and Bernard begun divorce proceedings in late 1943. Still in Dunedin, he married his second wife Olive Ella Tasker, whom he had met in Wellington in 1944 whilst still with Eileen.

CREST tomato juice label copy

Crest tomato juice can label, for J.R. Butland, late 1950s. Private collection 

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In the process of research, I trawled through five hundred or more newspaper articles which ended up being mainly of various seemingly unrelated Roundhills competing in sports tournaments. There were adverts for a Miss M. Roundhill’s dress-making studio in the late 1930s-early 1940s in Lower Hutt (Alfred, Mary Jane and daughter Mary had moved there in the late 1920s). But there was hardly a thing of note – apart from his and Eileen ‘s divorce noted in an article unflatteringly entitled “Unhappy Marriages”.

design for Home Loan Poster Education 1960s Bernard Roundhill Te Papa collection crop

One of three designs commissioned by a home loan company, early 1960s. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000662/002/0007

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So where was the scandal? That was it, I’m afraid – three wives and only one dissolution. The rest of the time it was clearly nose to the grindstone giving a glossy finish to plums on can labels – if any company wanted plump berries and healthful, fresh-looking vegies, or hi-tech planes and spacecraft from another world – Roundhill was the go-to guy for quite a stretch. Leigh-Ellen recalls Bernard was a very keen gardener, landscaping the family home and “grew wonderful vegetables, as well as planting many fruit trees which I used to climb”. No doubt the bounty from this was inspiration for his illustration work.

Four Square - fine things of the future - colouring book 1 brentzconz EDIT

Colouring book cover designed for Foodstuffs (NZ) Ltd’s Four Square stores, 1954. Private collection.

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Roundhill does not appear in the electoral roll in Auckland until 1946, so he and Olive must have made their move in 1945. During this period came a stint at an advertising agency studio; but it wasn’t long before he set up a freelance studio in Commerce Street. The couple resided in Dedwood Terrace, Ponsonby until the late 1940s to very early 1950s – when they moved to 1 Ranier Street, Ellerslie.

Four Square advertising picture - her list says butcher baker four square Likely Bernard Roundhill EDIT further final

 “A Treat in Store”, image possibly from a calendar, designed for Foodstuffs (NZ) Ltd’s Four Square stores, late 1940s-early 1950s. Private collection.

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By 1947 He was airbrushing ink and gouache with an air compressor and adding watercolour brushwork by hand on top to create illustrations with a highly finished look that nobody else was achieving. In “A Treat In Store” A girl accompanied by her spaniel and a trolley full of products (such as Bird’s Custard) in tow, is about to enter a Four Square corner store holding a shopping list. It is so obviously Roundhill work done for Foodstuffs New Zealand Ltd (Four Square and Pam’s), and is very reminiscent of his other softly-hued cheesecake work like “Fissionable Material”.

Four Square Store cover of puzzle  envelope 1950s 1949-1950 likely Bernard Roundhill EDIT

Promotional puzzle showing many of Four Square’s line of products. Dates for this item vary greatly from 1942 to 1959 – but it was actually issued in 1949-1950. Image courtesy of the Alexander Turnbull Manuscripts and Pictorial collection. Ref: Eph-F-GAMES-1950s-05-cover

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His pastel period of the late 1940s and early 1950s was all pinks, mints and aquas – and took a queue from the saccharine, romantic stylings of the very popular 1930s American calendar artist Mabel Rollins Harris’s idyllic works of children and glamour pin-ups. Even so the earlier work, such as his Peter the Pilot items, was markedly awkward and clunky in comparison to the later slick illustrations that became his trademark . Even further down the line when he’d really hit his stride, it was very hit and miss – there was often something a little wooden, and slightly distorted-looking about his renderings of people unless cropped close in a frame or off to the side to mask it. They were mostly neither graceful or believable; it was almost as if finish upstaged focus on form. Nevertheless, this work was still popular with clients – but let’s face it – still objects were his forte. Tomatoes and beans did not have to kick a ball or unfurl a sail.

Goldpack Apple Slices copy on the shelves in 1960 - Innes  Lemon Squash Cordial label mid 1950s copy

left: Innes cordial label, late 1950s, Image courtesy of Mike Davidson collection. Right: Goldpack dried apple box, late 1950s, private collection.

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From here he segued into calendar pin-up work of the early 1950s which he excelled at, probably because they were quite still and posed. Heavy influences are obvious on Roundhill’s cheesecake work from Alberto Vargas, George Petty, and the art direction of Esquire Magazine. They were created for Auckland calendar company L. R. Allen & Co Ltd. Auckland (which is still operating today), and some were used for W.D. & H.O. Wills (cigarettes).

Kauri Museum - Roundhill Peter the Pilot album 1939 -  Royal New Zealand Air Force display Rongotai Cover 1938

Right: Peter the Pilot’s “Century of Progress” album 1939. Image courtesy of The Kauri Museum collection, Matakohe. Left: Royal New Zealand Air Force, Rongotai display, souvenir booklet cover, 1938. The date begs the question as to whether Roundhill could have done this given he did not commence working with the RNZAF until the following year. Image courtesy of  Alexander Turnbull Library, who also question whether it’s authored by him. Ref: Eph-B-AIRFORCE-1938-01-front 

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Roundhill worked for many years as a freelance artist and purportedly established the Roundhill Studios, a large, stylish deco-style building – in Auckland in 1974 according to one of a few short articles that have been written over the recent years. Although the electoral rolls always give the address as Onehunga, it was actually in Ellerslie – at the same address as their home. Then another source describes his Ellerslie studio as “pre- supermarket days”- so 1950s.

Innes Tartan fruit cordials 1956 Te Papa edit

Innes Cordials packaging, for C.L. Innes & Co. Ltd., 1956. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: ACA000672/003/0007.

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There were two children of the union with Olive, previously mentioned daughter Leigh-Ellen – and also Dean Bernard Roundhill – who born in 1953. Leigh-Ellen says “It is possible the studio became registered as an Enterprise in the 1970s – but was indeed up and running by 1958. I remember a great deal of the studio as it was a big part of my life; this is where I grew up. My first recall is during the construction of the studio in 1957. It was attached to the family home in Ellerslie. Still only crawling, I climbed over all the building materials being used – only to be rescued by Bernard who was two thirds up a two storey ladder at the time.

Lincoln Electric Race Track box by Bernard Roundhill EDIT

Lincoln Electric Race Track box, 1950s-1960s, image courtesy of Clayton Blackwood collection.

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The studio was part of my play ground; and I wandered fairly freely in and out, watching my father and all the other artist staff work. I studied Bernard doing his airbrushing – no questions (to be) asked, so I was very still and silent as I observed. I learned a lot from watching them all, taking up art myself eventually. I recall him doing the beautiful fruit and flower labelling for Wattie’s and Yates, and various jam brands as well. And of course his Vargas lookalikes, which hung on the back walls of the studio.”

Little Chief Socks Bernard Roundhill 1949 Te Papa collection

Design for Little Chief Children’s Sox packaging, 1949. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000662/002/0003

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As far as canned (and boxed) fruit and vegetable products, Roundhill was known to have worked on label illustrations for Wattie’s and Wyona (General Foods), Crest (Butland), OAK (Thompson and Hills), St. George (Irvine and Stevenson), and Kia-Ora (Whittome and Stevenson) amongst others from the late 1950s through to at least the early 1970s. He had a fairly distinct style and his work was much more polished than other illustrators due to his technique. He was probably responsible for the majority of these designs in the marketplace for at least a couple of decades. As well as can labels, the studio was producing designs for a wide range of products from puzzles, mobiles, and calendars to wrapping paper, chocolate boxes, magazine covers, stationery, food packaging, and board games.

Modern Aircraft Album  CEREAL FOODS (NZ) WEETIES VITA-BRITS KORNIES  RICE FLAKES1950S EDIT copy

Wonder Book of Modern Aircraft Album, issued by Cereal Foods (N.Z.) Ltd., around the mid 1940s. Private collection

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Clients of this period included Little Chief (children’s socks), Winstone’s Limited (building materials), seed packets for Yates and McKenzie’s Stores, and The Mirror magazine. He worked on Butland Industries’ Goldpack brand, as well as their fictional home economics rep Judith Ann Field, and mascot character Skippy the terrier for Champ dog food. Holdson, Lincoln, and Philmar (board games and toys), New Zealand Home Journal, Diamond cereals and pasta (Timaru Milling Company Ltd), The New Zealand Ministry of Tourism, Ballet Russe (makeup), DB Lager (Dominion Breweries Ltd), Innes (soft drinks and cordials), Bond & Bond Ltd (Choysa Tea), Dolphin (swimwear), Edmonds, and aforementioned Foodstuffs NZ Ltd brands. I am sure this is just a small sampling of companies he completed work for.
 

Oak - Orange Marmalade- Thompson and Hills - Mike Davidson - prob early 1960s prob Roundhill artwork

OAK orange marmalade can label, for Thompson & Hills Ltd., probably early 1960s. Image courtesy of Mike Davidson collection.

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Amalgamated Society of Carpenters and Joiners NZ Conference Chch Nov-Dec 1916 - Roundhill in it prob John William EDIT copy

Amalgamated Society of Carpenters and Joiners Conference, Christchurch, 1916. There is a Roundhill specified in the group, probably Bernard’s father John William – I am guessing middle of back row based on physical appearance. Image courtesy of Alexander Turnbull Library, Ref: PAColl-D-0423.

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However as his work progressed through the 1950s and the 1960s, the crafting of it became extraordinarily precise. The highly polished shapes and forms comprising his work were solid, smooth and soft cubist; reminiscent of Tamara de Lempicka’s celebrated Art Deco era portraits of European café society. The portfolio of images he created for Winstone, featuring the characters Willy, Lofty, Tiny & Droop are exemplary of this period.

Pin Ups - Bernard Roundhill copy

Left: “I Haven’t Got Much On Today”, 1950, Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000661/001/0006. Right: “Forgotten Something, Honey?” 1950-1951, Image courtesy of alisonmc on Flickr. Both likely calendar prints commissioned by L. R. Allen & Co., Ltd.

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In 1956 he designed his most famous illustration, the one that many people are familiar with – “Auckland in the Year 2000” – for Winstone’s, featuring streamlined, high tech craft whizzing between futuristic buildings of downtown Auckland, a feat of swooping late-Deco inspired line work exquisitely rendered to finished perfection with the airbrush by Roundhill. Interestingly, the illustration he is celebrated for was completely his own concept and creation, given carte blanche by the client to do whatever he liked to fill a double-page spread.

Rangitoto - Spaceport II - Auckland 2500 - The Ambassadors concepted 1960 completed early 1990s  Bernard Roundhill  Te Papa collection  copy

“The Ambassadors, Rangitoto Spaceport 11, Auckland in the Year 2500.” Begun in 1960, finished between 1990-1994. Image courtesy of Museum of New Zealand Te
Papa Tongarewa, Reg: CA000659/001/0002

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Also the influence of his early Scientology days, shine through in his work – in particular “The Ambassadors”, featuring space craft zooming over a futuristic Auckland harbour with Rangitoto looming in the background. The intergalactic pulp science fiction concepts, masquerading as religious tenets – of fiction writer L. Ron Hubbard who founded the movement – are obvious even down to the weird logo on the ship’s sail like a mutated cross between the Thetan and Illuminati symbols. This illustration somewhat mirrors the fable that Xenu brought billions of people to Earth in spacecraft resembling futuristic airliners, and stacked them around volcanoes. Still, they are rather visionary and you can compare them with what has come to pass in contemporary times and there are some remarkable features that have fortuitously become realties.

roundhill designs for Yates Seed Packets EDIT copy

Yates seed packets from the 1960s, Image courtesy of Sarah E. Laing collection, 44 Ways of Eating an Apple blog.  

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Roundhill, described as a quiet and withdrawn persona, had embraced the wacko cult in 1953, along with his wife of the time, during a period when he was, besides running the studio, deputy mayor of Ellerslie Borough (he had spent a number of years as a council member previous to this). An acquaintance who was teaching him the art of public speaking, passed him a book on the religion. He said of himself he “learned, through Scientology, to create art that could communicate to people….(through it I) received validation and learned to do it better and better.” The last part may have some basis in truth but the former is quite debatable since Roundhill had effectively been “communicating to people” very successfully through his work for a good twenty years before the religion ever came into his life.

skippy  - judith ann - ice cream baby - sanitarium bixies copy

Clockwise from top left: Portrait of Skippy the Dog,  for J.R. Butland’s Champ pet foods, 1950s, Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000672/003/0008. Point-of-sale advertising material for Sanitarium’s Bixies cereal.  Portrait of  Judith Ann Field, the fictional home economics rep for J.R. Butland’s Crest Foods, 1953. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000662/001/0004. Painting of baby with ice cream and dog, probably done for a magazine in the early 1950s.

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Along with gravity, communication and its language was a concept that fascinated him and he ruminated on often as he undertook his work – of which he had an extraordinary ability to focus on, to the point of being able to exclude everything else going on around him that may have been distracting. “When I’m doing artwork, there’s nothing else in existence as far as I’m concerned” he once said.

Teachatot Game by Holdsons 1960s-1970s retouched Bernard Roundhill

Holdson’s Teachatot game box for Thomas Holdsworth & Sons, issued 1961. Private collection.

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During the 1960s and 1970s, he was a very busy designer and continued to complete a huge amount of work. He may well have been the most prolific commercial artist during that time. Between commercial work that continued to flow in – he returned to his former Depression-era occupation of painting mystical and symbolic scenes on dark velvet; he had flirted with this style again in his spare time in the 1950s, making greeting cards.
His creations in this genre were fantastic, kitsch, and…pretty awful really – in fact so much so that I am not going to include a picture of one (it’s true what they say about not quitting your day job). For someone who had built a reputation for cheerful, colourful and glossy work, these tacky renderings of Kingfishers, sailing ships, woodsmen and deer were surprisingly dark and creepy. But really, when you look hard at the characters in his commercial work like his portrait of Judith Ann Field and others – there is something slightly unnerving about their glazed stares and sinister Stepfordesque perfection – like they are aliens that have been zipped into a full body disguise.

The Incredible Tale (Fisherman and Boy ) 1953 Bernard Roundhill Te Papa collection edit copy

“The Incredible Tale (Fisherman and boy)”, 1953. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg:CA000661/001/0003

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The most famous design he produced from the studio in his long career, one that went around the world, over and over, was during this period – the Air New Zealand Koru which was apparently designed originally in 1965 when TEAL became Air New Zealand and looked to replace its Southern Cross logo with something new and innovative. The koru was first applied to the tail of Air New Zealand aircraft with the arrival of the DC-10 in 1973, and has remained in use ever since.
Leigh-Ellen recalls: “I was banned from the studio when they were working on this, which was created by (graphic designer) Ken Chapman. I reasoned my way around that, and I watched the development of the project which was very exciting. I saw a lot of confidential things go on during it.” Although Roundhill mostly gets complete and unquestioned credit for this design, it seems he only came up with the original concept that was repeatedly returned to the drawing board, re-designed, developed and finished by members of his staff.

In amongst this period of great success resulting in the zenith of his most famous design – was also a period of tragedy for him. In 1967 his mother and his father John William and Mabel Roundhill both died within the year (sister Mabel had passed away ten years earlier). Then in 1969 son Dean Bernard Roundhill was killed in a road accident with a motorcycle at just 16 years old.

Whittomes Kia-Ora Jam - whittome & Stevenson- Mike Davidson prob early- mid 1960s prob Roundhill artwork

Kia-Ora jam can label, for Whittome & Stevenson, probably early-mid 1960s. Image courtesy of Mike Davidson collection.

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Winstone by Bernard Roundhill from  Peter Alsop's book

Original artwork for Willy, Lofty, Tiny and Droop: Roofing Tiles, illustration for Winstone’s promotional book, 1956. Image courtesy of Museum of New Zealand Te
Papa Tongarewa, Reg: CA000659/002/0004

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However clients kept him occupied while he delegated jobs to a staff that swelled to as many as sixteen at times. As well as most of the clients listed of the 1950s, in the 1960s-1970s Roundhill added Peter Pan (ice cream and frozen foods), Air New Zealand, Robinson’s (cordials and baby foods), Jason Products (placemats and coasters) Blue Bonnet (spreads and jams), Wonderset (hair products) Yukich’s Montana Wines, Swiss Maid (dairy), Craig’s canned foods, sauces and jams (Butland Industries) and Qantas amongst his roster during this period. Initially he had started employing others post-war period to help with the more tedious jobs like lettering, but the studio, which also had the rare distinction of being independent from an advertising agency, produced a number of respected designers like John Woodruffe and Graham Braddock. It wasn’t until the mid to late 1980s that Roundhill finally dipped his toe in the digital world of production – converting the studio which previously had run without even a photocopier.

In 1988 Bernard Roundhill was presented with the Gold Axis Award by the New Zealand Advertising Institute, for excellence in advertising communication and craft excellence. At the time it was only one of three that had been bestowed.

Yates Garden Painting Book - New Gold Dream -Bernard Roundhill  - Phillip Matthews - Listener Apr 20-26 2002

The Yates Garden Painting Book for children, issued 1953, replete with evil gnomes to give you nightmares.

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After Olive died in 1984, Roundhill married for a third and final time – to Peggy Lee (not the celebrated crooner). Peggy was a widow who had one son from her former marriage. She also claimed she was a writer and director, as well as a “highly trained” scientology counsellor. Peggy was a few years behind Bernard, having discovered the religion in 1961 through the Dianetics book which was held at Auckland University. It was after his second wife died they found had their faith in common; whether they knew each other earlier on is unknown but highly likely. They soon sold the Ellerslie property and moved to a cottage in Torbay.

Air New Zealand craft with Roundhill's Koru design All rights reserved by dbcnwa flickr edit copy

Air New Zealand craft with the Roundhill Studio’s Koru design. Image courtesy of and © dbcnwa on Flickr .

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His relationship and union happened with Peggy very quickly – who was by all accounts a very charismatic individual with “enough energy to power the national grid.” Controlling and possessive – she essentially closed Bernard off into a spiritual bubble, alienating him from his family. Leigh-Allen says “…I became estranged until two weeks before he died. I was banned from retrieving any of my, or my family’s things, from the house after (Peggy married him). Peggy told a lot of tales and I think Bernard just gave up (fighting it).” One journalist described her style as “cheerful embellishment.” Apparently in her world the truth was highly negotiable if inconvenient – see earlier story about Bernard and the aeroplane, which may have had a vague basis in legitimacy – but was pretty far-fetched by the time she had re-styled it.

So devoted were they that by 1994, the couple moved to Southern California to teach and lecture on the religion. To say that a move to the other side of the world to establish a new life in his early eighties was risk-taking is an understatement – not only was he very elderly but Bernard was suffering from Parkinson’s Disease. The couple spent much of their savings trying to find a cure and when the money and will power ran out – they decided to go home.
By the early 2000s they had returned to New Zealand and were living in Mairangi Bay on North Shore, Auckland where Bernard indulged in his favourite pastime; gardening. Towards the end, Peggy undertook the administrative role for Bernard’s art studio, which seems to indicate he continued to work in some capacity – although seemingly he started wind down commissions in the early-mid 1990s when his illness got the better of him. Nevertheless, he had been kept busy work-wise well into his eighth decade.

Yates Seeds_350 Art by Bernards Roundhill EDIT

Yate’s seed packet designs, probably early-mid 1950s. Image from the “New Zealand In Bloom” exhibition, 2005, courtesy of Museum of New Zealand Te
Papa Tongarewa.

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Peggy had a scientology website, which was a joint undertaking also showcasing Bernard and his work. It has since gone out of commission – likely it went down because she died in 2006, the year following Bernard – and the hosting has obviously since expired. Bernard had passed away in 2005 at age 94; but before that Peggy had spent three years between 1999 and 2002 sorting his archives in preparation for offering the collection to a museum. The archive collection effectively falls into three categories: original finished art, commercial art products (such as posters and ephemera), and then Bernard’s reference material, including some by his contemporaries. Ultimately the body of work went to Te Papa where it remains today as an example of how he styled some of our most recognisable brands through the seven decades of his remarkable career. In 2005 they showcased some of it in a Richard Wolfe-curated exhibition “New Zealand in Bloom.”

Young woman hitching 1951-1954 Te Papa collection

“Young Woman Hitching a Ride”, 1951-1954. Likely commissioned by L. R. Allen & Co., Ltd. for a calendar. Image courtesy of Museum of New Zealand Te
Papa Tongarewa, Reg: A000683/001/0003

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When working in other styles and genres such as the cartoonish and quirky “Surfing Santas” design for wrapping paper of 1950 – Roundhill showed that he was perfectly competent in capturing action adequately (although, on reflection, it seems likely this was designed by an employee). Everyone knows I am a devotee of some of his work like his hyper-real illustrations for Holdson; however his irregularity in a stellar level of illustration across the board tempts me to dub him overrated in comparison to the international greats – for as innovative as he was – butted up against them he tends to regularly fall short in consistence as well as imagination.

INNES - C L INNES & CO LTD  Strawberry Milk Shake & Ice Block Flavouring Syrup  1950S or 1960s Te Papa prob Bernard Roundhill EDIT

An Innes syrup label for C.L. Innes & Co. Ltd., produced mid-late 1950s. Images courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000680/001/0004

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The majority of his work speaks little of New Zealand culturally in that unique manner that defines such things as Kiwiana, and as such cannot claim that differentiation from the international work of others that would really propel it into its own unique genre.
But this is what happens when an attempt is made to reframe commercial work as high art – a concept and distinction that Roundhill always stated he was indifferent to; it is voluntarily judged under the harsh light of a new work lamp.
More than anything his oeuvre’s real value is as a time capsule of product showcasing packaging and advertising that stretches nearly seventy years. Although inspired by Norman Rockwell and his luscious Coca-Cola adverts, amongst other celebrated illustrators – Roundhill never quite reached that level excepting some of his brilliant futuristic scapes and was rightly awarded for them; but as such he ultimately may have just been a big fish in a small retouched pond.

Thanks to: Bridget Simpson, Reference Librarian, Central Auckland Research Centre, Central City Library. Jennifer Twist, Archivist, Museum of New Zealand Te Papa Tongarewa. Leigh-Ellen Roundhill, Grant Cathro, Peter Michel, Lemuel Lyes of History Geek and Mike Davidson for interviews, images, and assistance with research.

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All content of Longwhitekid copyright Darian Zam © 2013. All rights reserved.

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Man’s Best Trend: Commercialising Our Critters

In Aulsebrook's, Aulsebrook's biscuits, Biscats cat food, Bob Kurtz cartoonist, Bonzo dog food, Buffalo Puppy Cakes, Butland Industries, Champ pet food, Chef Jellimeat pet food, Chums pet food, Felix cat food, Fido Crunchies dog food, Fido dog food, Greg "Cat" Springer art director, Holmes pet food, J. Murray & Co pet food, Kitty cat food, Lucky pet food, Meat Packers NZ Ltd, Mellox Marvels, New England Fish Company (NEFCO), Pal pet food, Pet food, Pussy Puffs cat food, Thompson & Hill, Tux dog food, VIPets pet food, Wattie's baby food, Wattie's junior food, Whiskas pet food on March 10, 2013 at 10.46

Kitty Cat Food card pos poster 400 dpi 29 cm W copy

Kitty tinned cat food point-of-sale cardboard poster for a supermarket, late 1960s-early 1970s.

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I’ve recreated this point-of-sale board from an auction that came up some time ago (but I didn’t win). I liked the simple, clean-cut (not to mention kischy) graphics and thought it would be another project to add to the “remake” list – “It’s an easy one” I said to myself, “not too much detail…”. Well, famous last words. It took a lot longer to recreate than I thought it would.

A couple of people seemed to remember it on supermarket shelves from the late 1960s to early 1970s, but only vaguely; and were unsure of whether it was actually a New Zealand brand or not, when it had first appeared – or even how long it was around.

J MURRAY & CO dog food ads copy

Buffalo Puppy Cakes – Evening Post, July 1926, and  Melox – Evening Post,  February 1927. Courtesy of the National Library of New Zealand.

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So while I was redrawing it, I looked around to see what I could find out about it – which was not much, until I stumbled across the online CV of an American company executive who listed having worked on Kitty cat food during his tenure developing the pet food division of an American company.

I think that Kitty was likely the creation of a long-standing US outfit named New England Fish Company (NEFCO), who were frantically building their pet food market and division in the 1960s, and by the early 1970s – had set-ups internationally including Asia. So I don’t think it was a domestic New Zealand manufacture or even a license – it was likely imported.

Kitty salmon tin dustincropsboy Flickr early 1970s

Kitty salmon tin, early 1970s. Image courtesy of  dustincropsboy on Flickr. 

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Although J. Murray and Co were making both Mellox Marvels and Buffalo Puppy Cakes by the late 1920s in Wellington, Aulsebrook’s were making and selling food for dogs by the late 1930s at least, and Chums was available in stores by the mid 1940s – all appear to have been biscuits or at the most pellets of some form – specific food for pets was likely still seen as a bit silly as well as a superficial expenditure.

Pets generally got the meals scraps from the table and whatever else was handy at the time to supplement it. I’m not really sure when or why people got the idea that their non-human companions needed “special” food, but it seemed to have started to build just before WWI. Certainly it existed in Britain and the US a bit earlier than that but I don’t think the general idea of wet, canned pet food as a convenience was a thing until nearly the 1950s.

The Milwaukee Journal - Jan 27 1975 pg 10 Kitty cat food ad

Kitty Salmon advert, The Milwaukee Journal, USA, Jan 1975.

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What the reasons are behind the advent of this industry is not something I’m really sure about and I can’t say that I’ve come up with what I think is a solid reason. The obvious one is simply advertising agencies suggesting it was an untapped market that could be built on to extract yet more money from unsuspecting customers. The increase in marketing of branded products could be a significant contributor, although that really started to build steam in the 1950s. I also thought about the juxtaposition between domestic animals as a practical requirement (think of the usefulness of cats and dogs to keep rodents and other pests under control, particularly in rural areas) and then – the trend turning to pampered pedigree luxury. I certainly think the enduring hardships of the Depression and then WWII rationing had an impact on the change of outlook when it came to all products.

I thought that probably the most plausible explanation for the explosion in the 1950s of pet food brands is the fact that the NZ government cut imports of some products by fifty percent in the mid-late 1950s. I have little knowledge the politics of import trade at the time. The obvious answer is it was put in place to foster the growth of domestic industries. Regardless, companies quickly responded to this; Wattie’s first launched their infant food line in 1958 in direct reaction – but already by 1955 they had established two brands of pet food – so this may or may not be the answer either.

Kitty Salmon ad still 1970s

A still of a Bob Kurtz cartoon from an early-mid 1970s Kitty cat food TV ad.

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First were Felix for cats and Fido for dogs – those two brands are acknowledged to be the first domestically produced canned pet food. Then came Bonzo which was launched the following year. Fido Crunchies was introduced in 1967 and Chef Jellimeat and the ludicrously-named Pussy Puffs in 1969 (the latter quickly flopped, and was put on ice until the mid 1980s when it was re-introduced into the market as Biscats and was a roaring success second time around). The idea of the pet food line apparently had its roots in using up waste fish product; no import politics involved seemingly – however a salesperson who was involved in that industry at the time told me that “in the mid 1970s, we were only allowed to bring in about five hundred dollars worth of Whiskas and Pal pet foods a year – the import licence covered just a hundred cases of each per annum, from memory – which we sold in one lump to Woolworths, who had it in one or two flagship supermarkets.”
At this time both of those brands still came in from overseas. Also by 1959 –  major foodstuffs company of the time, Butland’s, had joined the market with the Champ range for both cats and dogs. By the 1960s there was Lucky by Meat Packers NZ Ltd, and in the 1970s, Holmes, and VIPets by Thompson & Hills Ltd joined them. Tux had been around for a while by then. So I’m not sure why imports were needed at that point – However this piece of information proves there were restrictions – and there may have been for some time. It seems that by around 1979 import restrictions were lifted across several categories.

Kitty canned salmon cats like salmon

A still from an early-mid 1970s Kitty cat food TV ad showing the range.

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NEFCO was founded way back in 1868 – and by 1901 had changed from a co-op to an incorporated company. Kitty was probably launched sometime in the 1960s – quite late in the piece.The well-known cartoonist Bob Kurtz did a series of fun TV ads for them in the early 1970s that North Americans seem to remember well. You can see some of them here, here, and here.

However the short-lived brand was likely gone by the late 1970s. An art director who was around that time says – ” I heard the creator of these spots (Greg “Cat” Springer, who earned his nickname from this campaign ) speak at a meeting. He told us that, although the ads were wildly successful, and the product became an overnight sensation, Kitty failed quickly because cats wouldn’t eat it. “It made them gag,” he said. A caveat for all advertisers: Good ads don’t make good products.”

Although records show Kitty was still on the North  American market until at least 1977 –  through the decade the company went into decline due to various events including several serious law suits, and then eventually bankruptcy – filing for complete liquidation in 1980. In reality, Kitty probably only ever had a moment in Aotearoa.

CHUMS DOG BISCUITS Auckland Star  9 November 1944 Page 8

One of the earlier dog foods available in New Zealand on a commercial scale -Chums dog biscuits, Auckland Star, November 1944. Courtesy of the National Library of New Zealand.

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I think this item was likely just a board done by some local sign artist for a supermarket in the Invercargill area in the very early 1970s. Like many of these Kiwi items the dated graphics make it appear to be much older than it really is, which can be misleading when it comes to researching. It clearly had little to do with the brand’s official imagery. They probably simply said – “Right, we have this new shipment of cat food coming in to get rid of. Do a sign – we don’t care much what it looks like – just put a cute kitten on it, anything will do”. While seemingly not a product unique to the Antipodes – the graphics likely are.

CHAMP - CHAMP PET FOOD COMPANY - J R BUTLAND ( cat food) 1950s EDIT copy

Above and below: Champ canned dog and cat foods, from  Butland Industries, aka the Champ Pet Food Co (later sold to Wattie’s). In retrospect I now know the label below was designed by Bernard Roundhill – the Champ mascot “Skippy” was designed by him. I have also come to believe the label above with frolicking kitties is also a Roundhill Studios design. However I don’t think he actually designed the label himself, it’s not his style and he wasn’t really versatile enough to step out of his particular way of doing things, unlike other commercial artists of the time  such as Nobby Clark – who could range across several different looks depending on what suited a client or job – and still remain unique in every one.  If he did do this from scratch, I’d be pretty surprised. These labels circa 1959, private collection.a

CHAMP - CHAMP PET FOOD COMPANY - J R BUTLAND (dog food and cat food) 1950s EDIT copy

 

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All content of Longwhitekid copyright Darian Zam © 2013. All rights reserved.

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Addendum, mid Jan 2014: Two recent enamel advertising signs spotted that I thought suitable to add here. The Melox sign came up for auction on Ebay Australia. I mention Melox, made by J. Murray & Co of Wellington, above and there’s an advert posted. Seemingly it was an international brand being made under license, as now I have looked around I see references to it in other countries such as England. I was kind of interested to see this turn up in Oz but now I know the brand did not originate in New Zealand, it’s no surprise at all.  

MELOX DOG FOOD SIGN - poss by MELOX DOG FOOD - J MURRAY & CO Wellington edit smaller

Below that, a Tux enamel sign, courtesy of Mike Davidson collection. It probably dates from the 1950s. I have no earlier reference to Tux dog biscuits than the 1970s, however I am pretty sure it was around a lot longer than that. I don’t know if it originated with the Nestlé company (unlikely) but it seems to have been manufactured by them by the Seventies and then moved under a subsidiary of theirs – the “Animal Health Food Company” from 1992. As far as I am aware it’s still on supermarket shelves today. The same can’t be said of Melox (which maybe lives on in the animal pain med Meloxicam), or the cutesy Buffalo Puppy Cakes for that matter. Or Wattie’s freakily-named 1960s failure “Pussy Puffs.” Nope, that name was never going to work.

Tux Dog Biscuits (sign) ADD TO PET FOOD ARTICLE - prob 1950s Mike Davidson - smaller