Bovril’s spiky type

 

Bovril's spikey type on ad advert from the New Penny Magazine in 1900

Bovril’s spiky type on an advert from the New Penny Magazine in 1900

Bovril’s Victorian adverts were often striking and the company established a brand that is still famous today. I particularly like an 1892 image of Hercules fighting a lion. The later, half-page advert above is very different and notable for its spiky type.

It’s difficult to avoid seeing that image – notice the way the advert is framed with white space around to ensure it stands away from other images on the page. The text is all about broadening the market for a food that was invented to fortify troops fighting in the Crimean War.

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