Calumet Baking Powder

In 1889, William Wright, a Chicago baking powder salesman, created Calumet which he named after Calumet City. Calumet is a Native American term for a ceremonial peace pipe. This is the primary reason why the Native American chief was chosen as the trademark. In 1929, Calumet became a brand under General Foods when the original company went out of business. The front of the tin features the company’s trademark, a Native American wearing a war bonnet above a banner. The logo is simplified with shapes representing particular features of the chief. The minimalist color palette draws the viewer's attention to the textual information on the front and back of the tin. This tin is now utilized as an allegory in many films like The Shining to represent the genocide of Native Americans. This is the perfect representation of how packaging can play a major role in becoming a part of a much larger conversation.