“Paula” Rusk Tin – Practical Heritage from Dutch Packaging Tradition (1930–1950)

“Paula” Rusk Tin – Practical Heritage from Dutch Packaging Tradition (1930–1950)

• Manufacturer: Paul C. Kaiser
• Production period: 1930–1950

Product description:
The “Paula” rusk tin, produced by Paul C. Kaiser between 1930 and 1950, is an early example of how functionality and visual brand identity merged in the industrial design of everyday household items. Designed to store rusks or biscuits, this round tin combines durable construction with striking graphic elements.

Features and construction:
Made of metal, the tin is finished in a soft creamy yellow. Both the lid and the sides are decorated with colourful illustrations. At the centre is an image of a girl – “Paula” – with ringlet curls and a hoop skirt, subtly incorporating the brand name into the design. The front features three stylised red-toned flowers, accentuated with a fine dot technique that gives the piece a hand-finished appearance.

Technically, the tin has a tight-fitting lid that seamlessly aligns with the top rim. The vertical seam at the back and the rounded edges contribute to a solid, stable structure. These design choices ensured the contents stayed fresh — an important feature in the era before airtight plastic packaging.

Functional and distinctive:
What sets the “Paula” tin apart is its blend of practical utility and memorable design. At a time when brand loyalty was built largely through visual recognition, the image of Paula served as a key marketing tool. The character also appeared in advertisements, becoming a familiar face associated with the brand.

Dimensions:

• Height: 15.5 cm
• Diameter: 11 cm

Condition:
The tin is in neat original condition with only minor signs of use, appropriate for its age. The photos offer an accurate representation of its current state.

Background: Paul C. Kaiser, Rotterdam
Based in Rotterdam, the Paul C. Kaiser factory was known for producing quality biscuits and rusks. The choice to link a recognisable character like “Paula” to the brand represents an early example of branding in the Dutch food industry.

Summary:
The “Paula” tin is not only a functional storage container but also a cultural artefact. It reflects how design, materials, and marketing strategy came together between 1930 and 1950. As such, it remains both a usable item and a telling example of 20th-century consumer packaging evolution.

© Copyright Retro & Design. All rights reserved. Text and images may not be reproduced without permission