BOVRIL
Photo courtesy Rebecca Simpkins
The end wall of this building in Chester is remarkable for its
brickwork
as well as the lettering painted on it. The evidence provided by the
verticle
lines at either side of the advertisement indicate that this painted
version
was covered by a hoarding at a later date (the framework of which was
painted,
thus leaving the marks). This was probably the saving of the Bovril
lettering
and its wonderful blue ground: 'BOVRIL: for real beef flavour' in
yellow/beige
sans-serif capitals with a narrow drop-shadow.
The Bovril company were well-known in the Victorian era from early
advertising
campaigns, lithographic stone posters, press adverts. Who could forget
the
muscular bull strapped to a chair with the slogan 'Bovril By
Electrocution'.
Almost makes a vegetarian feel smug ... Clearly the tradition of the
hard
sell for this rather humble black paste is continued here. There is
even
the bonus of a glimpse at lower left of a painted street name on the
bricks
(now replaced by a metal sign, no doubt).
Bovril certainly got around big-time. Here's a fine example used by
permission
from the website run by urban75.com including the brief caption. The
link
to this site is included here.
The blue background still seems to be there (as above) with bold dark
blue
caps on a white panel to proclaim the brand for, presumably, miles
around!
The bands of red brickwork are somewhat puzzling and are presumably the
result of later work on this end-wall.
"It probably won't be long before it's painted over, so
I wanted to
capture this glorious old Bovril sign facing Windrush Gardens, Brixton."
[July 2003] photo © Mike Slocombe
www.urban75.com Photo used by
permission.
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