In the mid-1940s, the president of Red Wing Pottery commissioned New York-based industrial designer Eva Zeisel to create a "Greenwich Villagey" dinner service; namely, tableware with informal shapes that would appeal to young consumers embracing a more casual lifestyle after World War II. The resulting line of dinnerware of free-form organic shapes with mix-and-match colors was promoted by Red Wing as "contemporary, functional, colorful, smart."