White Rock Tonic Water Label

Waukesha, Wisconsin, pharmacist H.M. Colver formed the White Rock Company in 1871 to sell local spring water that the Potawatomi Indian tribe believed had special medicinal powers. The company was purchased in 1952 by Alfred Morgan, grandson of the founder of Morgan Beverages (est. 1858) and it has stayed in his family for five generations.

Probably one of the most interesting things about the company and this label is the unique trademark logo. The company was looking for a memorable logo and came upon a painting by German artist Paul Thumann at the Chicago World's Fair in 1893. The painting, "Psyche at Natures Mirror", depicted a young woman kneeling on an alabaster rock and glazing at her reflection in a clear pool of water. This seemed perfect to represent White Rock's natural water, bottled at the Waukesha spring. The owners purchased the rights to the painting and Psyche (pronounced SIGH-Key) became their symbol. Psyche has the wings of a butterfly to depict immortality. Her story represents the pre-existence of the soul suffering in this life, going astray but remaining faithful to her ideals. She accepts her fate while showing courage and counting on love to lead her to life. Psyche is the oldest continuously used soda logo.

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