For nearly a century, the Land O’Lakes Indian maiden has kneeled by the side of a blue lake holding out an offering of a 4-stick box of butter.
No more. The Minnesota-based farmer cooperative has redesigned its packaging to focus on celebrating farmers ahead of its 100th anniversary next year.
“We need packaging that reflects the foundation and heart of our company culture — and nothing does that better than our farmer-owners whose milk is used to produce Land O’Lakes’ dairy products,” President and CEO Beth Ford said in a statement in February.......
Arthur C. Hanson, an illustrator for the ad firm Brown and Bigelow, came up with the original design evoking rural Minnesota with a blue lake, green pine trees and a Native woman center stage in a buckskin dress and feather headdress.....
The packaging was redesigned in the 1950s by Patrick DesJarlait, a highly-successful Ojibwe artist from Red Lake. He said he was interested in “fostering a sense of Indian pride” across the Midwest.....
Robert DesJarlait, the artist’s son, says he’s glad Land O’Lakes removed the Indian maiden his father helped create but also continues to be proud of his father’s legacy, which includes creating the Hamm’s Beer bear and being one of the first Native modernist painters.
“It was a source of pride for people to have a Native artist doing that kind of work,” said DesJarlait, who’s also an artist. “He was breaking a lot of barriers . . .Back in the 50s, nobody even thought about stereotypical imagery. Today it’s a stereotype, but it’s also a source of cultural pride. It’s a paradox in that way.”.....
Then there’s the “boob trick” in which you can make the packaging even more disrespectful by turning Mia’s knees into her boobs. “Something lots of dads teach their kids,” one YouTuber noted...