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The Eno Map of the World 1928

  • Author: TAYLOR, Alfred E (artist)
  • Publisher: J C Eno Ltd, London
  • Date: [1925]1928
  • Dimensions: Map sheet: 99 x 75 cms / Wrappers: 19 x 27 cms.

Description:

Alfred E Taylor’s superbly decorative 1925/1928 pictorial World Map, a promotional piece for J C Eno’s remarkable Fruit Salt mixture, a popular pre-war health supplement

About this piece:

Wrapper Title:

The Eno Map of the World Done in the Manner of Old Time Cartographers by Alfred E Taylor

Map Title:

This Map Illustrates the World-wide Distribution of Eno’s Fruit Salt

Imprint: Copyright J C Eno Ltd, lower centre left. Signed “Alfred E Taylor 1925” lower right, with addendum: “Reprinted 1928” in lower right corner in blank margin. Text at lower centre in blank margin: “A Copy of this Map will be sent Post free on receipt of 1/- by J C Eno  Ltd, P O Box 671, London EC4”.

Map sheet: 99 x 75 cms. Wrappers: 19 x 27 cms. Colour printed lithographic map, folding down into original  beige card wrappers. The front cover with decorative baroque titlepiece in yellow and browns. Wrappers lightly waterstained but the map itself untouched & very bright and clean. Map with old folds, as issued, but overall a very fine example in wonderful original condition.

This rare and decorative pictorial World map  “done in the manner of Old Time cartographers” was a superb promotional advertising piece commissioned by the firm of J C Eno Ltd to promote their Eno Fruit Salts brand in 1925. It was designed by the British graphic designer and illustrator, Alfred E Taylor and would be closely followed by a similarly styled & equally decorative Sports Map of the British Isles (also designed by Taylor) first published in 1930.

First invented by pharmacist, James Crossley Eno [1820-1915], in Newcastle in 1852, Eno’s Fruit Salt became a hugely popular staple for the Victorian health fanatic & hypochondriac. The Eno Fruit Salt Company was itself founded in 1868 and in 1876 Eno established a large factory for the production of his now patented Fruit Salt mixture in London’s New Cross. Eno’s later moved production to Brentford then to Watford and, when part of the Beechams company, to St.Helen’s in Lancashire. It remains one of the few cure-all medicines from the 19th Century that is still in production today. It is now marketed as an antacid by SmithKline and is particularly popular in India, where it is also used in Indian cuisine! In its early years, it proved especially popular with travellers, sailors & mariners. Composed of a secret mix of sodium bicarbonate, sodium bitartrate and citric & tartaric acids, this advertisement from the late 19th Century gives an indication of its widely trusted & much-vaunted health benefits:

The present system of living—partaking of too rich food, as pastry, saccharine, and fatty substances, alcoholic drinks, and an insufficient amount of exercise frequently deranges the liver. I would advise all bilious people, unless they are careful to keep the liver acting freely, to exercise great care in the use of alcoholic drinks, avoid sugar, and always dilute largely with water. Experience shows that sugar, pink or chemically coloured sherbet, mild ales, port wine, dark sherries, sweet champagne, liqueurs, and brandies are all very apt to disagree, while light white wine, and gin or whiskey largely diluted with soda-water, will be found the least objectionable. ENO’S “FRUIT SALT” is peculiarly adapted for any constitutional weakness of the liver; it possesses the power of reparation when digestion has been disturbed or lost, and places the invalid on the right track to health. A world of woes is avoided by those who keep and use ENO’S “FRUIT SALT”; therefore no family should ever be without it.

Taylor’s map is a wonderful mix of humorous pictorial vignettes and equally amusing literary quotations. A decorative border features intertwined vines with grapes and exotic wild animals. A vignette top centre displays a rising sun bursting over the horizon between two 16th Century galleons with the words “First Thing every Morning”. Another symbolic Eno Logo appears in a decorative roundel lower left. Featuring a young boy standing in front of an equally bright sunrise it proclaims “Good Health – Eno’s Fruit Salt”.

A large panel along the bottom of the map provides a numbered key, cross-referenced to the map above, and highlights 444 places around the World to which Eno’s Fruit Salt is exported.

 This example is a new edition and reprinting of the original 1925 map and is dated 1928 in the lower right corner.

An example of the original 1925 edition is held in the collections of the V&A. We only know of a couple of other examples of this map to have been offered on the market in the last couple of years.

In all a delightful pictorial map, certainly one of Taylor’s rarest and most attractive & impressive cartographic designs.

We have extensively researched the life and artistic career of the hitherto little-known Alfred E Taylor, one of Britain’s most talented & prolific early 20th Century book illustrators and mapmakers. You can read more in our October 2017 Blog post (link below), where this map is also featured amongst the illustrations.

Refs: Barron Maps Blog