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Archive for the ‘McKenzies stores’ Category

Happy Returns

In Birthday, Cadbury Schweppes Hudson Ltd, Cake decorations, Cakes, Caxton Printing Works Ltd, Celebration, Children's parties, Cookie Bear, Elsa Ruth Nast, Krinkle crepe paper, McKenzies stores, N.Z. Co-Op Rennet Co Ltd, Party, Party favours, Peter McIntyre Jr., Peter McIntyre Sr., Renco Birthday junket, Renco junket, Woolworth's stores, Woolworths on April 6, 2014 at 10.46

1 Krinkle Crepe Paper Wrapper 1 - Caxton Printing - 1970s - front copy

Who knows how long this Krinkle packaging design was around? Not as long as it looks I think; I guess it was issued in the early 1960s. It remained in use until well into the 1970s when they finally realised that nobody was dressing like Pollyanna any more. Note the price sticker from Woolworths stores proving it’s post 1967 for sure, but would have been purchased some time after 1972.

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2 Krinkle Crepe Paper Wrapper 2 - Caxton Printing - 1970s - front edit copy

The “updated” version of the packaging design, probably mid-late 1970s, didn’t look much more modern. Note the price sticker from McKenzie’s department stores. The chain was sold to L D Nathan & Co, Ltd, who subsumed it into the Woolworths brand, around 1979 so it dates from that year or earlier.

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This recent acquisition of Krinkle crepe paper wrappers is something I’ve been aiming to get hold of for ages. I’ve always liked them because the graphics were so old-fashioned; and even when they updated the classic version sometime in the 1970s – the replacement still looked twenty years out of date! However it brings back real childhood memories for me in the way that Jay Tee patty pans and associated ephemera do; you knew when the Krinkle came out of the cupboard that something good was in the offing – whether that was a school fete, Halloween, Christmas celebrations or most of all – a birthday party. 2b Boy blowing out candles on birthday cake 1964 Swainson-Woods Collection edit copy

A boy blowing out candles on a birthday cake, by Bernard Woods Studio, October 1964. Swainson-Woods Collection, image courtesy of Puke Ariki and District Libraries collection.

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2c Happy Birthday by Elsa Ruth Nast 0 Little Golden Books 1973 (5)

A plate from “Happy Birthday” by Elsa Ruth Nast, Little Golden Books, published 1973.

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I closely associate Krinkle with one of my favourite books as a toddler – “Happy Birthday” by Elsa Ruth Nast – published as part of the Little Golden Books series in 1973 (yet, again, looking twenty years out of date at the time. This antipodean “backdraught” issue has been an ongoing theme of my postings). 3a Happy Birthday by Elsa Ruth Nast 0 Little Golden Books 1973 edit copy

The original cover design from “Happy Birthday” by Elsa Ruth Nast, Little Golden Books, published 1973.

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3b1 Essential birthday cuisine Auckland War Memorial Museum edit copy

Essential Kiwi children’s birthday “cuisine”, from a display at the Auckland War Memorial Museum. Image courtesy of and © Robyn Gallagher on Flickr

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I was obsessed with the invitations, the candy baskets, and the pieces of coloured pink and green paper ruled so you could cut it up and follow the instructions to make the decorations straight out of the book. I don’t know if I actually ever cut my copy up, though. I think I loved it too much to do that! 3b Happy Birthday by Elsa Ruth Nast Little Golden Books 1973 edit (26)

A plate from “Happy Birthday” by Elsa Ruth Nast, Little Golden Books, published 1973.

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3c Woman's Weekly Feb 12 1962 - BIRTHDAY RENCO edit copy

Birthday Renco advert from the New Zealand Woman’s Weekly, February 1962.

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Krinkle was made by Caxton, a major printing company founded by Peter McIntyre Sr. – an extraordinary commercial artist who did some spectacularly beautiful and elaborate images for a number of clients himself such as Tiger Tea. His son, Peter McIntyre , Jr. was also exceptionally talented; being the internationally renowned war and landscape artist who produced a number of best-selling coffee table books many would be familiar with. 3c1 Happy Birthday by Elsa Ruth Nast 0 Little Golden Books 1973 crop

Loose endpaper illustration from “Happy Birthday” by Elsa Ruth Nast, Little Golden Books, published 1973.

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  4 Cookie Bear Birthday Card 1975 - Cadbury Schweppes Hudson - Owain Morris edit

 Cookie Bear birthday card, for Hudson’s biscuits, issued for 1975 by Cadbury Schweppes Hudson. Image courtesy of Owain Morris collection.

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So yes, Krinkle makes this post a good excuse for a general birthday theme. Paper hats, crackers, streamers, blowouts and balloons abounded. Brands of cake candles were Kiddies, Dawn and Elfin (there were others that were popular – I can’t remember the names). Crepe paper brands were Fashion by Harley, Dennison, Pierrot, and Sylkette. There were a few more over the years. I actually had quite a large collection of cake toppers and decorations at one point, as well as party decorations, toys and favours- a lot of them still looked really old-fashioned at that time and I’d go to cake shops and buy them just to put on the shelf. 6a Happy Birthday by Elsa Ruth Nast - Little Golden Books 1973 candy baskets 1 further edit copy

Above and below: Party candy cups  from “Happy Birthday” by Elsa Ruth Nast, Little Golden Books, published 1973.

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  6b Happy Birthday by Elsa Ruth Nast - Little Golden Books 1973 candy baskets 3 copy

Apart from all kinds of favours and games, the food was the main feature and included classic children’s party fare like little boys with Kiwi gravy (also known as saveloys with tomato sauce), chocolate crackles, sausage rolls, iced cupcakes or cream fairy cakes, asparagus spears rolled into buttered white bread.

6c1 Happy Birthday by Elsa Ruth Nast - Little Golden Books 1973 make candy baskets write invites copy

A plate from “Happy Birthday” by Elsa Ruth Nast, Little Golden Books, published 1973, showing how to make invitations and candy cups.

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  6c2 Happy Birthday by Elsa Ruth Nast - Little Golden Books 1973 paper chains

A plate from “Happy Birthday” by Elsa Ruth Nast, Little Golden Books, published 1973, showing how to make party decorations.

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Lamingtons, potato chippies with sour cream & chive or seafood flavour dip, fairy bread sprinkled with hundreds and thousands, cubes of cheese and pineapple threaded onto toothpicks and stuck in cabbages decorated with edible faces, all washed down with Leed, Fanta and other drinks from the Coca Cola Co, or perhaps Jucy raspberry, pineapple and creaming soda. 6c3 Happy Birthday by Elsa Ruth Nast - Little Golden Books 1973 invites copy

Invitation designs  from “Happy Birthday” by Elsa Ruth Nast, Little Golden Books, published 1973.

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6c41 Renco birthday edit 1 copy

Birthday Renco boxes, and bottles still labelled and with original contents. They probably date from the late 1950s-early 1960s.

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The quite un-celebratory sounding but brightly packaged Birthday Renco, which I’ve featured some images of here, was a little before my time. It was made by the N.Z. Co-Op Rennet Co Ltd., known more commonly for their junket – and they also made cheese under brands like Pixie. Nevertheless this product was around for four decades in six flavours – orange, lemon, vanilla, raspberry, passionfruit, and greengage. It was launched in the 1930s and around until the 1960s that I know of. 6c41a McKenzies Stores - party decorations - Evening Post10 June 1937 Page 6 edit more copy

 Advert for party novelties range from McKenzies Stores, Evening Post, June 1937. 

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7 darian third birthday 1974 copy

Me with my Jack In The Box cake for my third birthday.

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Personally, birthdays were a bittersweet time for me – I had a couple of duds .On my seventh birthday, I was allowed a rare treat – a “bought lunch” at school. We were usually allowed this once a year (or maybe twice if there was some kind of cataclysmic family event). 8 Darian 5th birthday 1976 under deck 42 Seymour Road Sunnyvale edit (1)

My fifth birthday party with my sister’s panda cake in the foreground. I remember helping to make the streamers and hats out of Krinkle crepe paper and milk bottle caps with my Mum.

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8a betty-crocker-castle-cake The Betty Crocker's Boys and Girls Cookbook

A castle cake from “The Betty Crocker’s Cookbook For Boys and Girls”, published around 1965. This is remarkably similar to the one I got for my fourth birthday.

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I dropped the boiling hot Big Ben pie on my leg causing a nasty burn that blew up into a huge blister, and spent my birthday party in agony, and too miserable to enjoy the number of Lego sets I received as gifts. While I sulked, all the other guests enjoyed my treasure chest cake. 9 Woman's Weekly Jan 1 1962 - BIRTHDAY RENCO edit copy

Birthday Renco advert from the New Zealand Woman’s Weekly, January 1962.

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10 Renco birthday four closeups copy

Birthday Renco boxes, and bottles still labelled and with original contents. They probably date from the late 1950s-early 1960s.

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So as a consequence they haven’t ever really held a special place going forth; more than anything else it was always more about the cake for me. And my mum was a great theme cake maker. You never said “this year, I want…” – she decided what cake she was making for you and that was that. The first one I remember she made me, was a Jack In The Box cake pebbled with lollies; the Jack made completely from icing.

11 Happy Birthday by Elsa Ruth Nast 0 Little Golden Books 1973 (23)

A plate from “Happy Birthday” by Elsa Ruth Nast, Little Golden Books, published 1973.

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12 Woolworths NZ Ltd 1960's-1970's Bon Bons Christmas Cracker Box edit copy

Box for self line party crackers from Woolworths stores, I’m estimating these date from the early 1970s.

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There was a semi-circular rainbow iced in seven different colours, and then the above-mentioned chocolate treasure chest, open and filled with candy. It was downhill from there. 13 Boy's birthday party, 1964 edi lighter copy

A boy’s birthday party, by Bernard Woods Studio, October 1964. Swainson-Woods Collection, image courtesy of Puke Ariki and District Libraries collection.

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14 birthday cake plastic toppers crop

These candle holders were fairly common – you’ll notice them in use on my sister’s panda cake in the image of my fifth birthday party above.

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For my fourth I memorably got a grand castle cake – with green coconut grass, marshmallow brickwork, and the towers topped with iced waffle cones. My sister went missing during the party and was finally found upstairs on a stepladder in the kitchen where she had eaten most of the turrets off it. I was devastated and inconsolable! She essentially upstaged me on my special day (this sibling rivalry on her behalf was to be, like so many have probably experienced, an ongoing theme). So for the next birthday I got a cake and my sister got one as well – a panda which was bigger than mine – so she wouldn’t get jealous and ruin my cake again. So effectively she managed to turn my special day into hers. It was a sign of things to come. These days I prefer to completely ignore my birthday – it’s just easier!
a 15 Krinkle Crepe Paper Wrapper 1 - Caxton Printing - 1970s - both backs copy

The back of both Krinkle crepe paper wrappers: Late 1970s design on the left, early 1960s design on the right. Note the large range of forty different colours with evocative names, which was later much reduced.

1970s birthday party Image courtesy of Stuart Broughton (

 Snapshot of a typical 1970s birthday party. Image  courtesy of Stuart Broughton.

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a a a All content of Longwhitekid copyright Darian Zam © 2014. All rights reserved.

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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.

Power Outlet: The Force of Four Square and Foodstuffs NZ Ltd

In "K" Brand, 4 Triangle, AG Stores, Arrow Butter, Auckland Master Grocers' Association, Baker's Review, Budget brand, Central Provision Stores, Checkout Four Square board game, Cheeky Charlie, Ches and Dale, CPS Stores, Dick Frizzell, Dormer-Beck, Farmer's, Farmer's Co-op, Farmer's Trading Co., Fletcher's Stores, Food Fair, Foodstuffs (NZ) Ltd, Four Square, Four Square Stores (Australia) Pty Ltd, Four Square Supermarkets, Four Triangle, Green and Colebrook stores, Grocers' Review, Icon Products, John Heaton Barker, Kirkpatrick, Laidlaw Leeds mail order company, Ltd, McKenzies stores, Mr. Four Square, National Cash Register Co, New World Supermarkets, New Zealand Grocer's and Baker's Review, New Zealand Grocergram, New Zealand Master Baker's associatio, NZ Master Grocer's Association, NZ Master Grocer's Federation, Pak 'N' Save supermarkets, Pam's Products, Rawakelle tea, S Kirkpatrick and Co Ltd, Self Help Stores, Sir Harry Heaton Barker, Te Aroha Dairy Company, The Farmers Union Trading Company, Triangle brand, Uncategorized, United Buyers, Wattie's, Weston-Frizzell, Woolworth's Food Fair, Woolworth's stores, Woolworth's supermarkets on August 7, 2012 at 10.46

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A recreation I’ve made of a rare Australian contest poster of the 1950s.

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The Four Square brand originally emerged from a grocers’ co-op, which was established based on the concern that competition from grocery chain stores in the New Zealand market place was making business very difficult for small, independent store operators. How much truth there is to this claim is dubious since at that period of time in the early 1920s, the only specific food chain that comes to mind that would have provided any serious competition was Self Help, also a co-operative, which I covered previously in a fairly brief and superficial article of May this year here.

J. T. Hammond’s Mangatoki Four Square with sign writing done by Jack Wood, probably 1930s. Courtesy of the Puke Ariki collection.

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Between just 1922 and 1923, during the initial formation by the Auckland Master Grocers’ Association of what was soon to become Foodstuffs (NZ) Ltd, Self Help had gone from just one store to a string of seven which must have been a frightening concept for anyone in the field looking to the near future and their prospects within.

Logos through the decades, clockwise from left: mid-late 1920s, 1932, late 1950s-early 1960s, mid 1930s-early 1940s, unknown – probably late 1940s , and 1980. From the mid 1950s the logo has remained almost the same in colour and design. a

Although a small company named Fletcher’s can probably lay claim to being the very first “self-service” style enterprise in the history of New Zealand, it had probably fizzled out by the early twenties. However in 1919 Laidlaw Leeds, a very successful mail order company had acquired the Green and Colebrook chain to become Farmer’s Co-op and they opened their twenty-ninth store in 1921. Although a general department store, Farmer’s were marketing at least flour, tea and spices that I am aware of, but hardly specific competition, however – that may have been all it took.

Colouring book produced as a competition promotion in 1954. a

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Since at the time the Self Help concept was a huge revelation in grocery shopping and pricing I can only conject that Foodstuffs (NZ) Ltd was formed in direct response to Self Help’s extremely sudden success within that narrow timeframe – having pushed the situation to the edge. This allegedly pertinent issue was raised by a man named John Heaton Barker – to Auckland’s main grocers’ association, in early July of 1922. The co-op became official when it formed a company – which was registered on 1st of April, 1925. It’s first contract was with Te Aroha Dairy Company to carry their “Arrow” brand butter. Co-operatives were also formed in Wellington (named United Buyers, the same year, 1922, which became the “4 Triangle” chain) and in Christchurch (1928, which was named the “AG Stores”) . By 1935 all these co-ops had already come under the Four Square brand but were now officially renamed branches of Foodstuffs Ltd.

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Advertisement showing the white pepper and cornflour from their self line, Evening Post, March 1934 a

Seemingly well documented, the Foodstuffs legend goes that on the 4th of July 1924, two years into the co-op being formed, Barker, in position of company secretary at this time – was doodling on a pad during a telephone conversation with his colleagues and drew a square around the date. He presented this concept with the buoying manifesto that the group would stand ‘four square to all the winds that blew”.

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Above: Four Square white pepper tin from my own collection. This design was in use during 1934-1935. Below, I’ve recreated the label.

It wasn’t long before the first logos for the brand were bumped into all the stores in the form of hand-painted glass signs, with products appearing under the moniker by the end of that year. A primitive version of the formal logos we know today were going up on stores by 1929, with 4 Triangle, and AG Stores becoming part of Four Square not long after in December 1933 – as well as another co-op which had been formed in Southland (but much later down the track, in 1948) . The distinctive colours, however, were not adopted until 1931 when on a field trip to view a particular store belonging to a Mr. McInnes, the initial tangerine and yellow scheme (with green added to it in the form of the logo) was requisitioned.

Promotional puzzle showing many of Four Square’s line of products circa late 1940s. Image courtesy of the Alexander Turnbull Manuscripts and Pictorial collection. a

By the time the early thirties co-op merger had taken place (of which the date both Fairfax’s Business Hall of Fame profile as well as Foodstuff’s own history quote incorrectly), Four Square now boasted a total of 266 stores nationwide – what can only be described as an explosive success and had far outstripped even the phenomenal growth success of Self Help – and not even bothering to mention any other competition like McKenzies, Woolworths and Farmer’s which were semi- players at best in the burgeoning grocery market at the time. In 1935 the stores bearing Four Square signage were at 285. By the post war years food groceries bearing the Four Square name had shot up to nearly 400 and climbing quickly – 700 by 1950. By 1956 there were an amazing 1000 stores nationwide.

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Promotional game produced in Australia, probably the mid 1960s. a

By some time in the 1950s Foodstuffs (NZ) Ltd had decided to hop the ditch to invade our Australian cousins, as my poster recreation at the head of this post, as well as the  board game on road safety I have found above, attest. By 1980 a Happy Family promotion shows the logo for Australian chain CPS (Central Provision Stores), alongside Four Square and New World’s logos – having been added to the empire via Four Square Stores (Australia) Pty Ltd.

J. Heaton Barker’s new offices bringing everything together under one roof – Auckland Star, 8 October, 1925. a

Barker was one of two children of a family from Derby, Britain. Perhaps his father – mention is made of a John William Barker – stayed behind when he immigrated with his mother and sister in 1886; arriving in Wellington on 6th August aboard the S.S. Ionic. Perhaps he died, and they decided to leave. Whatever the story was, his mother was free to marry a Reverend John Crump seven years later. A devout Christian, J. H. Barker was seriously involved in the Baptist church throughout his life, particularly in Mount Eden, Auckland where he was an elder, and at various times a chair, treasurer, as well as president of the City Baptist Auxiliary.

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Promotional Snap set featuring many popular products sold through Four Square stores; circa late 1950s-early 1960s. a

That was much later on in his life though; originally he settled in Nelson (where he was the facilitator of the PSA or “Pleasant Sunday Afternoon’ movement which had begun in Britain, was active in the Mutual Improvement Society, and on occasion stood in for his local pastor at the pulpit, was a member of council for the NZ Accountant’s and Auditor’s Association, secretary of the Chamber of Commerce, and secretary of the Foreign and British Bible Society).

Promotional Snap set featuring many popular products sold through Four Square stores; circa late 1950s-early 1960s. a

More specifically he had spent time in Richmond to the south-west of the town where he was at one time or another secretary of the Richmond Lawn Tennis Club and also the Workingmen’s Club (I think at this point we can already establish that he was quite the busybody do-gooder). In 1896 he sold up and moved to a more central location in Bronte Street, Nelson.

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In-store Disney promotion – Hutt News, December 1934. a

In an article entitled “Farewell to Mr. and Mrs. Barker” in the Nelson Evening Mail of 14th March, 1901, an interesting mention is made – of Barker’s “severing his connection with S. Kirkpatrick and Co., Ltd” in order to move. This was a popular foodstuffs company primarily famous for their jam, in particular the “K” brand, but ranged across a wide array of products from jelly crystals, canned meat and spices to coffee, poultry tonic, vinegar, honey and baking powder.

Triangle brand products – Evening Post, December 1933 . a

This is a very interesting detail to discover because Kirkpatrick play an intrinsic part in the corporate history of the canned food industry in New Zealand – passing through a number of owners and lasting into 1971 when it was finally dismantled by Wattie’s upon their acquisition of the brand and Nelson factory. In what capacity he worked for the firm is unknown (presumably accounting); but whatever it was he had achieved in just a few short years it was important enough for Mr. Kirkpatrick , the CEO himself, to attend in person and present Barker with a gold Albert fob chain for his services.

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An unusual Four Square promotional chair which was auctioned recently. Photos © and courtesy of Trademe menber cache10 (Phil). a

He moved with his wife Mattie and eight offspring to Wellington in 1902 (where he was president of the city’s Sunday School Union, president of the Sunday School Teacher’s Association, vice-president of the YMCA Cricket Club, vice-president of the Gregg Shorthand Association, and prone to giving rousing public speeches on the gospel everywhere he could, it seems).

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Four Square’s self line of preserving jar skins probably date from the 1950s or early 1960s. From my personal collection. a

In 1907 we find him managing director of Messrs. Yerox, Barker and Finlay, Ltd., a company primarily moving cash registers and typewriters. In 1908 he moved to directing the interests of the National Cash Register Co in New Zealand at 17-19 Cuba Street – and in 1911 he gained inches of press when he invented an automated telegram sorting and stamping machine, which was subsequently installed in Wellington’s General Post Office. Following that the family relocated to Auckland in 1912 (where he had a spell as a director on the board of the Auckland YMCA, and led Baptist services at various church venues).

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Rare canisters issued for the Southland Four Square Co-op’s general area centennial of 1956 crop up at auction very occasionally to be bid on competitively. a

Presumably he eventually became somehow involved in the grocery industry to bring him into the relative picture; A newspaper article of 1924, in which he is called to give testimony in a case to do with milling industry price fixing, defines him as the Auckland secretary of the New Zealand Master Baker’s association, as well as the editor of their magazine “Baker’s Review” since 1920 (he remained secretary until 1930 when he stood down voluntarily).

George Allen and staff in the Dominion Road Four Square store, Auckland, late 1940s. Photo © and courtesy of the estate of George Allen. a

Clearly from the court report he was a significant player in the supply and demand of flour and other goods for some years. Quite frankly I was surprised to find a dearth of biographical information on a major player in New Zealand industry; One of his children grew up to become well-known newspaper editor and politician Sir Harry Heaton Barker – and much more is written of his long term mayor son. Certainly at this point with his various experiences in foodstuffs, accounting, sales, administration and a clear talent for creative invention – he had everything he needed to take things to a spectacular new level.

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Advertisement showing the custard powder and tea from their self line, Auckland Star, 11 April, 1935. a

Barker, as well as also being secretary, accountant and auditor of the NZ Master Grocer’s Association – ran the Auckland branch of the food co-op from its inception until 1934 when he became director of Foodstuffs (NZ) Ltd – a position he remained in until 1947 when he passed away. In 1932 he was made a life member of the New Zealand Master Grocer’s Federation, of which he had been secretary since 1923.

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Four Square brochure of 1977 showing product specials to celebrate the 21st anniversary of Four Square in Otago/Southland. Image courtesy of the Foodstuffs (NZ) Archive. a

He also launched an industry magazine, “Grocers’ Review” in the early 1920s – which later seems to have joined forces with the milling industry and amalgamated his previous work there to become “New Zealand Grocer’s and Baker’s Review“. Sources seem to indicate that this version wrapped up in 1939; what I have seen from the Foodstuffs Ltd archive (I was lucky enough to get an insider peek at their collection courtesy of a food technician friend who is part of the team, and loves retro stuff herself) show two images of a “New Zealand Grocergram” magazine so presumably that became it’s moniker. Last reference to it in public collections is in 1974 -1975 however AdMedia ran an article in 2003 that it was being revamped. Current status is unknown, with the website down – but presumably it is still running – if so making it one of the longest running periodicals in the history of the country.

Waxed cardboard pot for Four Square’s self line of honey from the Christchurch Co-op, circa mid 1970s. a

By the mid 1930s Four Square had under its own line tea, honey, culinary essences, Worcester and tomato sauces, cornflour, macaroni and vermicelli, custard powder, malt extract, butter, coffee essence, spices, salt and pepper, canned fruit, and raisins. There was also jellies, candles, soap and toilet paper under the “Triangle” brand. Later boxed chocolates, vinegar, and cordials were added (1940s) as well as mixed dried fruit, preserving equipment,  and “Rawakelle“; their brand of tea that was in the 1950s and 1960s quite popular with the public.

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Front of cardboard box for Four Square’s self line of dried cake fruit from the Foodstuffs archive collection, probably early 1960s. a

Starting with baking powder – and then a few years following custard powder – “Pam’s” was launched by Four Square Stores in 1937 to offer lower price, quality goods that competed even more vigorously with opposing chain’s lower price bracket products. Although there were several “self” lines from other stores at the time, “Pam’s”  has stood alone, lasted into the present day as a “private” brand, probably the only surviving one. I previously documented my recreation of the first Pam’s marketing campaign/product label when I wrote about agency Dormer-Beck, who were behind it, here.

Advertisement announcing merger of 4 Triangle and AG Stores under the Four Square brand, making a total of 266 stores. Evening Post, December 1933. the co-ops changed their names to Foodstuffs two years later in 1935. a

Mr. Four Square” , who has also come to be known as “Cheeky Charlie“, was a welcoming storeman figure with a big thumbs up – yet to many he always had a slightly imposing, sinister air about him (he looks like the type of guy that if you were left alone in the store room with him he might try to cop a feel). The mascot was developed sometime in the 1950s for print advertising initially – although the exact date and who the specific the creator of the character was, is unclear – one source quotes the Foodstuffs advertising department as responsible. Another states it was a son of J.H. Barker’s who came up with the concept around 1951.

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A corruption of monopoly with products instead of property, Milton Bradley-produced “Checkout” in 1959. They also did a version for the Acme chain of stores in the USA. a

He is often mistakenly attributed to renowned Kiwi pop artist Dick Frizzell who was a commercial artist in the 1960s and 1970s, but this is incorrect. Frizzell was, however, involved with the iconic Ches and Dale characters, and the fact that he has used Charlie in some of his most famous art works only adds to the confusion.

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Promotional Happy Families set featuring many popular products sold through Four Square stores, New World and CPS stores (Central Provision Stores, Australia); circa 1980. a

Another well-known contemporary artist Mike Weston, who coincidentally partners with Frizzell’s son Otis to produce humorous Kiwiana-inspired works under the moniker Weston-Frizzell, seems to recall hearing that Charlie was “allegedly a knock off of a Santa Monica supermarket character from the fifties called “Freddy Fireside” – of the Fireside Market. Although I’m still looking for evidence” . I myself was also unable to find any information to even hint at this.Today when people think of the brand they definitely think of Charlie beaming at them from shop windows and hoardings so, although a rather overused word -he has definitely become a New Zealand icon (with a few modernised features). Extremely collectable now, original Mr. Four Square cut-out signage old or newish – sells for competitive prices well into the hundreds and sometimes even the thousands.

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Interior of the Dominion Road Four Square store, Auckland, late 1940s. Photo © and courtesy of the estate of George Allen. a

Quite a few different items have been issued to promote the business over the years. Snap and Happy Family card sets were produced featuring their most popular product lines in the late 1950s-early 1960s, and another Happy Families set of 52 cards in around 1980 from which many of my age group will remember all the products – I featured some of them here, here, and here.

Four Square’s warehouse opens  in Southland, 1956.  Image courtesy of the Foodstuffs (NZ) Archive.

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Other fun items to rope in the punters and strengthen allegiance to the business were a puzzle (late 1940s), a board game with Milton Bradley – “Checkout”, around 1959. a highly desirable colouring book “Fine Things of the Future” (1954), calendars (1950s-1960s), a stamp collecting book. Recipe/household hint books such as “Homeways” was published in the late 1960s, and “Take A Tip” of the early 1970s. A cast metal can opener was issued as a complimentary gift to customers.  Very rarely the hard-to-get canisters issued for the Southland Co-op’s general area centennial of 1956 crop up at auction to be bid on feverishly; and not so long ago even a very unusual Four Square chair.

Foodstuff’s former cut-price – now “private” – brand Pam’s started in 1937 with one product; baking powder. Photo courtesy of and © Eriq Quaadgrass, eRIQ on Flickr. a

Icon Products, who partner with Four Square as well as several other brands , currently hold a license for the Cheeky Charlie character, producing aprons, shirts, tea towels and carry bags – which have been marketed through another Foodstuffs enterprise – New World supermarkets – established at the end of 1963 (the same year that Woolworths rolled out their first dedicated food store Food Fair, a New Zealand first at New Lynn).

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This classic version cut-out Cheeky Charlie signage just sold recently for around the $1000 mark or a little over. a

Although significantly less than in their heyday – today Four Square stores in New Zealand remain as 300 plus independent operators as well as a few still dotted about Australia. It is one of very few companies that has ever reversed the usual trans-Tasman power play of brands being foisted on the comparatively tiny country and marketplace of Aotearoa. Even Ozzie brands like the re-tooled IGA still can’t usurp the sheer power in numbers, well – yet, anyway.

A modern store in Waitarere using the classic Four Square colour scheme to the maximum effect; with the newest version of Cheeky Charlie, said to have been “made over” by Dick Frizzell at Foodstuff’s request recently. Photo courtesy of and © Kiwi Frenzy on Flickr. a

Foodstuffs (NZ) Ltd is still comprised of three co-ops and has grown to include a slew of chain brands in its portfolio including aforementioned New World, Pak ‘N’ Save (established 1985), Write Price, On The Spot, Shop Rite, Raeward Fresh, Liquorland and Henry’s, Budget, Pam’s, and of course Four Square (and that’s just the food and drink enterprises) making it the largest retail organisation in New Zealand to date.

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Contemporary Four Square store and staff. Photo courtesy of and © the Foodstuffs (NZ) Archive. a

You have to wonder if Barker, whilst scribbling on his calendar absent-mindedly that day, ever in his wildest dreams could have comprehended he was launching an empire worth more than four billion dollars per annum.

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Neither the classic or contemporary version of Mr. Four Square -this was the in-between version with a few new touches in the 1990s-2000s. Photo of Cheeky Charlie on left courtesy of and © emilyandadam on Flickr. Image of modern Four Square logo graphics on right courtesy of and © the Foodstuffs (NZ) Archive. a

The Four Square Contest Poster is available from my online store here , as well as greeting cards for a nominal price.

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