The American Modern tableware service followed an influential furniture line by the same name manufacted by Conant Ball. Both were marked by organic, curvilinear designs; in fact, the dinnerware was considered so radical in form in the mid-1930s that the Wrights were hard pressed to find a manufacturer willing to make it. The line was picked up by Steubenville in 1939, and was marked by oven-to-table, multi-functional pieces (such as a chop plate that doubled as a tea tray). The various colors (such as Coral, Chartreuse Curry, Bean Brown, and Seafoam Blue) ensured the mix-and-match quality the Wrights advocated as part of the new American informality. American Modern won the American Designer's Institute Award in 1941 for Best Ceramic Design of the Year. It was marketed as an "American Original" in advertising materials, was used in advertisements for Campbell's soup and Dinty Moore stew, and it indeed became a national institution as one of the best-selling tableware lines in history, manufactured until 1959, when Steubenville closed its doors.