During the 1950s the Foodstuffs advertising department designed the famous Four Square man, or Charlie as he is more affectionately known.
He initially appeared only in newspaper advertising and posters, but was developed to become part of the Four Square identity; appearing in every Four Square store and eventually becoming a nationally recognised icon in New Zealand, remaining famous to this day.
Dick Frizzell has made art prints inspired by the original Four Square man since the '80s. Most recently he created a guitar version for the front cover of the Great New Zealand Songbook. His works have popularised illustrations into art and created an icon from a logo.
Charlie has been through several transformations to reach the current Foodstuffs depiction. Gone are the old apron strings, old fashioned shoes, pencil behind the ear and that hair parting!