Branded

Colourful brands and packaging erupted in the 1920s and 30s, when tariffs killed flour exports to Europe. Australian manufacturers courted Asian markets with fun and exciting new labelling.

Junk brand, Hand brand, Relief brand, “Girl and Dragon”, “Fighting Cock”, “Two Boys”, “Parachute”, “Banana” and “Koala (Native Bear)” are just a few of dozens of brands of Australian export flour.

Imaginations ran wild as local mills promoted their product with illustrated labels in English, Chinese, Indonesian, Spanish, occasionally Latin.

BRANDED displays a dazzling array of fabulous flourbags. Labels were illustrated with Eastern and Western motifs drawn from mythology, technology and sport. Plants and animals include wombats, elephants, prawns, dragons and goats. There are ships, yachts, electric lights and knights in shining armour.

This big illustrated hardback explains the thinking and symbolism behind all that rampant creativity. It also includes detailed contemporary photos of busy Asian marts and ports.