Another brand whose vintage packaging used the Droste effect: Turtle Wax.
Not as celebrated as the later Turtle Wax packaging with the more “iconic” silhouetted top-hatted turtle logo, but we have a soft spot for hard-shelled product mascots. Especially ones that are depicted hawking packaged products on which they, themselves, appear.
Fresh out of art school in the early 1950s, Robert Campagnolo joined the fledgling Turtle Wax company and worked with several artists in creating the animated and friendly-looking turtle that evolved over the years and highlighted the company’s top product, car wax.
“One of his favorites was the turtle he created riding on wheels and wearing a funny hat,” said his wife of 20 years, Mae. “It was goofy-looking, but it always made him laugh.”
Robert Campagnolo, artist for Turtle Wax, 1928-2013, Chicago Tribune
More Droste effect Turtle Wax packs, after the fold…
“Turtle Wax Bottles” from Roadside Picture’s Flickr Photostream
There was also a Mrs. Turtle wax mascot for non-automotive home products like the furniture polish above and below. She, too, can be seen holding the bottle on which she appears.
Above: another photo from Gregg Koenig’s Clickr Photostream. In this case the Turtle’s hand is blocking the portion of the tin in which he would appear, thereby blocking the recursive Droste effect. This is shown more clearly in Dan Goodsell’s photo, below…