Oldbay
Date
Credits
- Gustav Brunn Founder
Media
- newsprint 38
Techniques
- digital 154
- photography 75
Dimensions
Locations Made
Rumor has it that when Gustav Brunn first arrived in Baltimore, he worked at McCormick but was fired after only a week of employment. In 1939, Brunn started The Baltimore Spice Co., which was located one floor above Southern Seafood Co. and across the street from the Wholesale Fish Market. Brunn noticed the seafood merchants purchasing a range of spices that are all included in the Old Bay spice mix. Originally, the blend was named Delicious Brand Shrimp and Crab Seasoning; however, after a friend in advertising suggested he rename it after the steamship line that sailed between Baltimore and Norfolk from 1840–1969, the catchier name Old Bay stuck and an icon was created. The steamship used many Victorian-style graphic design advertisements, which is where the seasoning was able to pull inspiration from. The bright yellow can makes it a noticeable stable in any store. The red writing and red tin represent that it is used for seafood like crabs or shrimp, which turn red after they are steamed. Harry Evans Jr. designed a few Old Bay Line steamship paintings; however, the original artist for the Old Bay can is unknown. McCormick was intimidated by Old Bay’s rising demand, so it began packaging their crab seasoning in identical cans. Then, when Brunn attempted to join the American Spice Trade Association, McCormick threatened to leave. Over the years, McCormick tried to buy the Old Bay brand, but Brunn rejected every bid. After the death of Brunn in 1990, after a fifty-plus-year rivalry, McCormick bought Old Bay for between $11 million and $14 million.
