Leonetto Cappiello, Original Vintage Alcohol Poster, Cognac Pellisson, 1907

This is the larger version of the two posters printed by Leonetto Cappiello and Vercasson for Cognac Pellisson.

Leonetto Cappiello (1875 – 1942), was born in Livorno, Italy, and spent most of his adult life in Paris where he became one of the most prolific poster artists of all time (he created more than 500 different poster designs for many of the most famous brands of the period).

Additonal Details:

Materials and Techniques: Colour lithograph on paper

Printer: Etablissements VERCASSON – Cie, 43 rue de Lancry, RUE MARTEL PARIS

Linen backing: Yes

Condition: A. Designates a poster in very good condition. The colours are fresh and there is little or no loss of paper. If there are imperfections they are marginal and imperceptible.

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.