Abu Nakhla superphosphate fertilizer ad, al-Musawwar 1949
American University in Cairo, Rare Books and Special Collections Library. al-Musawwar. RBSCL believes this item is in the public domain.
The pattern
This still is filed under Mark as compressed claim.
Define
The mark itself is the sentence: a monogram, a seal, a device that already means the claim.
Mechanism
Compression. Years of use, or a very sharp first use, load the device so it can appear without copy.
Verdict
The mark is already loaded, or we will spend to load it
Why it works
The brand is named after its mark, a palm tree, and the mark is printed large on the sack a smiling farmer is dipping into. A buyer who cannot read the chemistry can still walk into a store and ask for the one with the palm. The panel beside him reduces the pitch to one line a farmer cares about: the only food for clover.
The big idea
The fertilizer is named after the palm tree printed on its sack, so a farmer only has to ask for Abu Nakhla, the only food for clover.
The offer
Abu Nakhla superphosphate of lime, produced and distributed by the Egyptian Financial and Industrial Company at Kafr el-Zayat.
Lines from the ad
أبو نخلةAbu Nakhla (Father of the Palm)
سوبر فوسفات الجيرSuperphosphate of lime
غذاء البرسيم الوحيدThe only food for clover
Steal this when
Use it when many buyers choose by sight or word of mouth, and a simple symbol can become the name they ask for.
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