Leonetto CAPPIELLO

Leonetto Cappiello started his career as a caricaturist illustrating in Le Rire journal. Then he went on to became a cartoonist and caricaturist of famous people in "Le Cri de Paris, Le Sourire, L'Assiette au Beurre" and others. He collaborated in the journal “Frou-Frou”, for which he created his first poster in 1901. It is natural then that he turned towards this new form of expression which from 1890 underwent considerable development linked to the rapid growth of publicity.

All Cappiello

Cachou Lajaunie, Antinicotino indispensable a los fumadores

1900 - CAPPIELLO Leonetto

Corset le Furet maintient mais ne comprime pas

1901 - CAPPIELLO Leonetto

Bière du Fort-carré, Bock Diamant, anno 1544

1911 circa - CAPPIELLO Leonetto

Crémant du Roi, Veuve Amiot, grands vins mousseux

1922 - CAPPIELLO Leonetto

Chocolat Klaus, Bouchées assorties

1920 circa - CAPPIELLO Leonetto

Maurin Quina, Le Puy

1906 - CAPPIELLO Leonetto

Leonetto Cappiello made his name during the poster boom period in the early 20th century. He lifted the advertising poster from the street to the level of fine Art.
In 1903 he designed his poster for ‘Chocolat Klaus’. Over a black background, a woman dressed in green rides a red horse. The text ‘Chocolat Klaus’ stands out in bright yellow. The impact of this poster was immediate – clients asked for the chocolates ‘with the red horse’. This was the beginning of modern publicity and the understanding of how it worked.
By transgressing the artistic traditions of the Belle époque, he liberated the poster from its constraints and announced the arrival of a totally new direction that would transform graphic art during the 20th century.

Cognac Pellisson Père & Co.

1907 - CAPPIELLO Leonetto

Je ne fume que le Nil, papier à cigarettes

1912 - CAPPIELLO Leonetto

Chambéry Reynaud, vermout blanc

1910 circa - CAPPIELLO Leonetto

Biscotines Union

1910 circa - CAPPIELLO Leonetto

Agua de Villajuiga

1912 - CAPPIELLO Leonetto

Biscuiterie Union dans toutes les bonnes épiceries - Produit de suralimentation

1906 circa - CAPPIELLO Leonetto

He created numerous images which have become mythical in poster history, whether the subject is drinks (Champagne, Absinthe, Anis, Vodka, Pernod, Campari, Marie-Brisard, etc.) or banal domestic products rendered sublime by his creative genius (Axa margarine, Persil washing powder, the famous Thermogène, brands of coffee, soaps, chocolates…).

Campari. Bitter Campari, the medium Orange Peel (Jester)

1921 - CAPPIELLO Leonetto

Campari, Bitter Campari, the large Orange Peel (Jester)

1921 - CAPPIELLO Leonetto

Campari. Bitter Campari, the small orange peel (Jester)

1921 - CAPPIELLO Leonetto

Contratto Champagne

1922 - CAPPIELLO Leonetto

Contratto, Cannelli, vermouth

1925 - CAPPIELLO Leonetto

Contratto champagne

1922 - CAPPIELLO Leonetto

Parapluie Revel, Lyon

1929 - CAPPIELLO Leonetto

Le bas Revel, Lyon

1929 - CAPPIELLO Leonetto

Chapeaux Mossant

1938 - CAPPIELLO Leonetto

Cappiello’s method was based on visual surprise: the poster’s image visually leaps out in front of the eyes and easily attracts the attention of passers-by.
He used Characters, animals, clowns, masqued faces... in contrast with a colorful or black background to sell any products. His style was to use a strong starting concept, together with dominant lines, curves and intense colours.
Cappiello produced nearly 550 posters in his lifetime, for French, Italian, Spanish, Portugues and Swiss companies. He became the master of Art Déco and one of the world’s most important poster artists. He is now often called "The Father of modern advertising".