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Wadhams Oil and Grease Company was one of hundreds of small companies that emerged in the early 20th century to capitalize on cheap gasoline and the need for roadside service. In 1916 Harger W. Dodge, the son-in-law of founder Edward A. Wadhams, saw the opportunity to expand the company. Dodge hired prominent Milwaukee architect Alexander Eschweiler to design Wadhams gas stations. Eschweiler's pagoda-roofed design reflects a style inspired by Japanese culture and made popular by the World's Fairs in 1876, 1893 and 1904. These eye-catching gas stations were an early example of using architecture as a marketing device to form brand identity.

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