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Gaines Dog Food packaging proposal

Contributed by Stephen Coles on Sep 3rd, 2017. Artwork published in
circa 1970
    Gaines Dog Food packaging proposal
    Image: Pecoklick, Alan. “Herb Lubalin”. New York: Rizzoli, 1985. License: All Rights Reserved.

    “Prototype for a new package of the oldest product of its kind produced in America. It was rejected by the client.” — Gertrude Snyder and Alan Peckolick, Herb Lubalin, 1985

    The top and bottom lines of top use a phototype version of Thorowgood Sans Shaded (probably Photo-Lettering’s Sanserif Shade Blockshadow), a typeface Lubalin used often. Ingredients are listed in Benguiat Buffalo Condensed, though the inconsistency (see ‘S’ in “PLUS”) indicates that it may have been was lettered by hand. PLINC’s catalogs show Buffalo with two ‘A’ variants: without top serif and with left top serif. There may have also been a bilateral top serif as it appears in this design and in House Industries’ digitization.


    • Thorowgood Sans Shaded
    • Benguiat Buffalo




    Artwork location

    7 Comments on “Gaines Dog Food packaging proposal”

    1. Sep 3rd, 2017  3:44 am
      Benguiat Buffalo

    2. Cave Grove says:
      Sep 5th, 2017  12:25 am

      Here are the alternates for Buffalo Expanded. Found at the back of Alphabet Thesaurus Vol. 2.

    3. Sep 5th, 2017  1:03 am

      Hm, your image isn’t showing for me. Can you post it somewhere else?

    4. Sep 5th, 2017  6:08 am

      Fixed. Thank you, Cave! By the way, did you get my mail?

    5. Cave Grove says:
      Sep 5th, 2017  6:01 pm

      No problem, Florian! I didn’t get your email. Try me at

    6. Sep 5th, 2017  9:26 pm

      Thank you for confirming my suspicion about the alt ‘A’s, Cave!

    7. Cave Grove says:
      Sep 5th, 2017  9:38 pm

      Looks like Donald Roos’s modern Expanded for PLINC/House only includes one alternate for 'A’. It makes that and the alternate 'R’ contextual, which is handy.

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