Leonetto CAPPIELLO

(1875 – 1942)

Leonetto Cappiello became renowned during the poster boom period in the early 20th century. He transcended the poster from the street to the level of fine Art. He collaborated with the journal “Frou-Frou”, for which he created his first poster in 1901.

In 1903 he designed his poster for ‘Chocolat Klaus’ which depicts a woman dressed in green rides a red horse at a unified a black background. 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 comprehension of its techniques.

By transgressing the artistic traditions of the Belle époque, he liberated the poster from its constraints and declared the arrival of a totally new direction that would transform graphic art during the 20th century.
Cappiello’s method was based on the visual surprise: the poster’s image visually leaps out and easily attracts the attention of passersby. He used characters, animals, clowns or masked faces contrasted in a colorful or black background to sell many products. Often the chosen figure was not related with the product. His style was to use a strong starting concept, together with dominant lines, curves and intense colors.

From 1901 to 1939, Cappiello produced nearly 550 posters for French, Italian, Spanish, Portuguese and Swiss companies, which have became mythical in poster history.

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Leonetto CAPPIELLO

(1875 – 1942)

Cachou Lajaunie, Antinicotino indispensable a los fumadores

Le passé de la comédie française

Corset le Furet maintient mais ne comprime pas

Corset Le Furet, Hygiène, élégance, souplesse

Chocolat Klaus

Cognac Continental Paul Dubois

Paquet Pernot, Pratique, Avantageux, Conservation assurée, Biscuits Pernot

Maurin Quina, Le Puy

Maurin Quina, Le Puy

Biscotines Union

Chocolat du Léman, Genève

Maurin Quina, Le Puy

Biscuiterie Union dans toutes les bonnes épiceries - Produit de suralimentation

Cognac Pellisson, Père & Co

Cognac Pellisson, Père & Co

Angelus, Liqueur des Salésiens de Dom Bosco

Cognac Pellisson Père & Co.

Fernet-Branca, Fratelli Branca Milan, le Roi des Amers

Chambéry Reynaud, vermout blanc

Bénédictine

Omega

Cinzano, Vermouth Torino

Bénédictine, La grande liqueur Française

Persil économise le linge

Cinzano Vermouth Torino

Bière du Fort-Carré, anno 1544

Persil économise le linge, blanchit par l'oxygène sans brûler

Bière du Fort-carré, Bock Diamant, anno 1544

Bouillon Oxo

Je ne fume que le Nil, papier à cigarettes

Zenith

Société française de munitions de chasse, de tir et de guerre

Agua de Vilajuiga

Le fumeur avisé ne fume que le Nil

Les pansements "La Croix-Soleil"

Le Nil, Je ne fume que le Nil, papiers à cigarettes

Cinzano, le meilleur apéritif

Je ne fume que le Nil

Cachou Lajaunie

Banque Nationale de Crédit, Emprunt National 1920

Champagne de Castellane, Epernay

Chocolat Klaus, Bouchées assorties

Panamose Thermometer rend un vêtement neuf

Chocolat Klaus

Campari. Bitter Campari, the small orange peel

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

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

Cordial Campari

Campari. Bitter Campari 1921, Orange peel

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

Bitter Campari

Campari, l'apéritif

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

Contratto champagne

Parapluie-Revel, Lyon France

Exposition Coloniale, Marseille 1922

Crémant du Roi, Veuve Amiot, grands vins mousseux

Parapluie Revel

Contratto Champagne

Campari Cordial liquor

Vodka Relsky

Contratto, Cannelli, vermouth

Le Thermogène combat toux, grippe, douleurs rhumatismales

Vodka Relsky

Vodka Relsky

Campari

Bourdou, grand quinquina apéritif contre les fièvres

Cognac Monnet

Cordial Campari, Milano

Parapluie Revel

Le bas Revel, Lyon

Parapluie Revel, Lyon

Nitrolian, sec aussitôt peint, Bruxelles

Parapluie Revel, Lyon

Chocolat Frigor

il Themogène genera il calore e guarisce: tossi reumatismi lombaggine ecc.

Nitrolian, sec aussitôt peint, Bruxelles

Papier à Cigarettes JOB, création 1912, Cappiello 228