Saturday, November 20, 2010

Proust in Philly

I went to the Acme outside of Philadelphia just to pick up a newspaper for my broken-ankled 90-year-old mom, but when I saw the display of Ivin's Famous Spiced Wafers, I had to snap up a box. Ivin's conjured childhood autumns; the ginger snap is my madeleine. In doing some deep iPhone research, I found I'm not alone. Others extol Ivin's and the power of the seasonal cookie. Actually, the packaging is my madeleine-equivalent. (Vox Box agrees.) I remember the box as square and opening from the front. Now, it's slimmer and sold as a two-pack. The old-timey design is still catchy—and works both horizontally and vertically.

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