During the Great Depression, following the repeal of Prohibition, mass-produced wines sought to invoke fantasies of the good life, aided in part by beautiful labeling from the Lehmann Printing and Lithographing Company of San Francisco. The vivid hues, creative lettering, and art deco sensibilities of these artistic labels not only advertised a particular brand, they collectively marketed the myth of California. Based on the Kemble Collection, this catalog from the California Historical Society explores these images conjuring a romanticized past, whether of medieval times or the Mission era of the West Coast, free from the ills of contemporary society.