Cappiello, Original Vintage Poster, OXO, Cube Broth Liebig, Meat Beef Food, 1911

Artist: Leonetto Cappiello (1875 – 1942)
Title: Oxo
Date: 1911
Size: 46.5 x 62.2 in / 118 x 158 cm
Printer : Imprimerie Publicité Etablissement Vercasson, 6 rue Martel, Paris
Materials and Techniques: Colour lithograph on paper
Linen backing: Yes
Condition: A (Normally designates a poster in very good condition. Colours are fresh and there is very little or no paper loss. Any imperfections are marginal and unnoticeable).

Details:
Rare poster by Leonetto Cappiello created in 1911 for the OXO brand. OXO is a range of food products.
The OXO cube is a beef broth prepared from meat extract and marketed by Liebig.

About Leonetto Cappiello, The Father of Modern Advertising :

Leonetto Cappiello, born on April 9, 1875, in Livorno, Italy, is considered a pioneer in the world of advertising, often referred to often hailed as the “father of modern advertising.” His groundbreaking work in poster design revolutionized the industry and cemented his status as a visionary artist.

Cappiello was renowned for his innovative and impactful poster designs, characterized by bold colors, simple forms, strong outlines and a strong focus on the product. His work significantly influenced the development of advertising as an art form.

Initially drawn to caricature, Cappiello’s true genius blossomed when he shifted his focus to poster art. His innovative approach, marked by bold colors, simple colours, simplified forms, strong outlines and a strong emphasis on product identification, set him apart from his contemporaries. Cappiello’s posters were instantly recognizable, capturing the essence of a product or brand in a single, powerful image. His work significantly influenced the development of advertising as an art form.

The artist’s career flourished in Paris, where he immersed himself in the vibrant artistic scene and his work spanned various industries:
Food and Beverage: Campari, Cinzano, Café Martin, Kub, Chocolat Klaus, Oxo, Maurin Quina
Other Products: Parapluie Revel, Poudre de Luzy, Le Nil, Mossant
Entertainment: Folies-Bergère, Mistinguett
demonstrating his versatility and adaptability as an advertising artist.

Cappiello and His Printers
Leonetto Cappiello’s career as a poster artist spanned from 1900 to the 1930s. He formed a particularly strong partnership with the Vercasson printing house, working closely with them from the late 1890’s until the early 1920s. Following this, Cappiello continued to collaborate with various printing houses while also establishing a significant relationship with the Devambez publishing house. In 1921, he signed an exclusive contract with Devambez that lasted until 1936, a period marked by some of his most iconic poster creations.
The combination of Cappiello’s artistic vision and the technical expertise of these printers was instrumental in the creation of his enduring body of work.

Cappiello’s posters not only sold products but also became iconic cultural artifacts, reflecting the spirit of the Belle Époque and the Roaring Twenties and Thirties (Art Deco).

Beyond his commercial success, Cappiello was also a skilled painter and illustrator. His artistic talent extended to other mediums, showcasing his versatility as an artist.

Leonetto Cappiello passed away in Cannes on February 2, 1942, at the age of 66. His legacy, however, lives on through his enduring posters, which continue to inspire and influence advertising and design to this day.

About Us: Moufflet & C° – Paris Fine Arts
We have been dealing in art, antiques and vintage posters for more than 50 years and, upon request, we are very happy to provide you with Certificate of Authenticity.