|LIWAYWAY GAWGAW ANG GAMITIN. The classic package of the oldest and|
leading cornstarch brand in the country, Source: www.pictame.com
They gave it the brand name—“LIWAYWAY”—which was in keeping with using native brand names as a wave of Filipino nationalism swept post-war Philippines.
LIWAYWAY means “dawn”, an appropriate name that presaged the future of a newly independent country, free at last from American rule. Even the package graphics reflected this hopeful optimism. It carried simple, comics-like illustration (sunrise behind mountains with swaying coconut trees on the front, a Filipina in native dress pressing clothes at the back), the package copy was composed in pure Pilipino, almost lyrical in style: "Sa minsang gamit ay di ninyo malilimot ang linis, puti at puro na pinanagutan namin" (at first use, you will not forget the clean, the whiteness and purity that we are liable for). Even the instructions for use were written Pilipino, with words rarely use today: "Ginagawang maaluan at mabilis ang pagplantsa ng damit",
Women still wore baro’t saya which had sleeves and panuelos that required starching so they stay straight when worn. On the other hand, menfolk still donned white Americana cerrada with white pants that had to look crisply white all day long.
Photo of Liwayway gawgaw: FASHIONABLE FILIPINAS: An Evolution of the Philippine Dress in Photographs, 1860-1960, by Gino Gnzales and Mark Lewis Higgins,
Liwayway Gawgaw product packs, front & back: https://makadto.com/tag/liwayway-gawgaw/