Original Calendar Art Mock-up 1937: “Packages Sell Products” SOLD P621

Commercial art at its most appealing, skillfully executed in the most flamboyant deco style, this watercolor original for a Standard Paper Box Corporation of Los Angeles promotional calendar for 1937 is one of two we have acquired (the other being P620). Absolute knockout example of American Streamline. Artist unknown. The nightmare quality of the repeated identical shopping ladies thronging the canyons of the skyscraper city is worthy of Busby Berkley at his most demented.

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Since we cannot ascertain the name of the artist, and corporate histories of the period are rarely available, we append this contemporary sketch of the president of the company for flavor and atmosphere:

Charles Ruble, president of the Standard Paper Box Corporation, located at 3837 Broadway Place, Los Angeles, has remained at the head of this extensive and successful industrial enterprise since its inception in 1922.  He was born at Saint Marys, Auglaize County, Ohio, August 27, 1887, his parents being Joseph A. and Lucy (Bright) Ruble, the former also a native of the Buckeye state. Charles Ruble attended the public schools in the acquirement of an education and when a lad of twelve years began providing for his own support by obtaining employment at Saint Marys, Ohio.  Subsequently he spent four years at Saint Marys in the service of the Bloomer Brothers Paper Box Company of Newark, New York, and on the expiration of that period went to Cleveland, Ohio.  He was next employed as a foreman in Grand Rapids, Michigan, and when twenty years of age he went to Minneapolis, Minnesota.  It was in 1907 that he came to Los Angeles, California, with the determination to succeed, for he possessed both courage and ability and, moreover, had acquired a thorough knowledge of the paper box business.  For a period of twelve years, from 1910 until 1922, he was associated with the Renshaw, Jones & Sutton Company in charge of the folding box department.  In the latter year, as above stated, he assisted in the organization of the Standard Paper Box Company of Los Angeles, of which he has remained president throughout the intervening period of more than a decade. Mr. Ruble is a member of the Los Angeles Chamber of Commerce and the Rotary Club.  He served as president of the Los Angeles Exchange Club in 1929.  Fraternally he is affiliated with the Masons, belonging to Southgate Lodge, No. 320, F. & A. M., of which he was master in 1926, has attained the thirty-second degree of the Scottish Rite, and is a member of Al Malaikah Temple, A. A. O. N. M. S.  Mr. Ruble has won an extensive circle of warm friends in social, fraternal, civic and business relations and is numbered among Los Angeles’ highly esteemed citizens and representative manufacturers.

Source: California of the South Vol. IV, by John Steven McGroarty, Pages 561-562, Clarke Publ., Chicago, Los Angeles, Indianapolis.  1933.