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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.

Our Cappiello selection >

Display only available items

Cachou Lajaunie, Antinicotino indispensable a los fumadores

1900

Le passé de la comédie française

circa 1900

CHF 375.–

Corset le Furet maintient mais ne comprime pas

1901

Corset Le Furet, Hygiène, élégance, souplesse

circa 1901

Chocolat Klaus

1903

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

1905

CHF 5200.–

Cognac Continental Paul Dubois

circa 1905

Maurin Quina, Le Puy

1906

Biscuiterie Union dans toutes les bonnes épiceries - Produit de suralimentation

circa 1906

CHF 1480.–

Maurin Quina, Le Puy

1906

Chocolat du Léman, Genève

1906

Cognac Pellisson, Père & Co

1907

Cognac Pellisson Père & Co.

1907

CHF 990.–

Angelus, Liqueur des Salésiens de Dom Bosco

1907

CHF 630.–

Cognac Pellisson, Père & Co

1907

CHF 2250.–

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

1909

Bénédictine, La grande liqueur Française

circa 1910

Chambéry Reynaud, vermout blanc

circa 1910

Biscotines Union

circa 1910

CHF 1400.–

Cinzano Vermouth Torino

1910

Omega

circa 1910

Cinzano, Vermouth Torino

1910

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

circa 1911

Bière du Fort-carré, Bock Diamant, anno 1544

circa 1911

Bière du Fort-Carré, anno 1544

circa 1911

Zenith

circa 1912

Bouillon Oxo

1912

Je ne fume que le Nil, papier à cigarettes

1912

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

circa 1912

CHF 960.–

Agua de Vilajuiga

1912

CHF 1620.–

Le fumeur avisé ne fume que le Nil

circa 1915

CHF 90.–

Papier à Cigarettes JOB, création 1912, Cappiello 228

circa 1915

Les pansements "La Croix-Soleil"

1919

CHF 770.–

Chocolat Klaus

circa 1920

CHF 330.–

Panamose Thermometer rend un vêtement neuf

circa 1920

Cachou Lajaunie

1920

Champagne de Castellane, Epernay

circa 1920

CHF 95.–

Chocolat Klaus, Bouchées assorties

circa 1920

CHF 330.–

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

circa 1920

CHF 190.–

Banque Nationale de Crédit, Emprunt National 1920

1920

Cinzano, le meilleur apéritif

circa 1920

CHF 375.–

Je ne fume que le Nil

circa 1920

CHF 100.–

Bitter Campari

1921

CHF 5330.–

Cordial Campari

1921

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

1921

Campari. Bitter Campari, the small orange peel

1921

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

1921

Campari. Bitter Campari 1921, Orange peel

1921

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

1921

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

1921

Parapluie Revel

circa 1922

Parapluie-Revel, Lyon France

1922

CHF 85.–

Crémant du Roi, Veuve Amiot, grands vins mousseux

1922

Contratto champagne

1922

CHF 5350.–

Contratto Champagne

1922

Campari Cordial liquor

1923

CHF 1920.–

Vodka Relsky

circa 1925

CHF 1270.–

Contratto, Cannelli, vermouth

1925

CHF 390.–

Vodka Relsky

circa 1925

CHF 2270.–

Vodka Relsky

circa 1925

CHF 2960.–

Le Thermogène combat toux, grippe, douleurs rhumatismales

circa 1925

CHF 90.–

Campari

1925

Bourdou, grand quinquina apéritif contre les fièvres

1926

Cognac Monnet

1927

CHF 7350.–

Chocolat Frigor

1929

Parapluie Revel, Lyon

1929

Parapluie Revel

1929

Nitrolian, sec aussitôt peint, Bruxelles

1929

Parapluie Revel, Lyon

1929

Le bas Revel, Lyon

1929

CHF 2500.–

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

1929

Florio et Cinzano, les meilleures apéritifs

1930

Le café Martin

circa 1930

Margarine Axa, garantie fraiche

1931

JOB, Papier à cigarettes

1933

Baudin, la cuisinière des cuisinières

1933

CHF 1770.–

Toblerone (création 1932)

1933

Buvez du vin et vivez joyeux

1933

Grand beurre de Normandie, Gautier carton publicitaire

1933

L'Oie d'Or, La reine des crèmes de foie gras

1934

France

1937

Frankreich

1937

Chapeaux Mossant

1938

Chapeaux Mossant

1938

Toujours bien coiffé, O CAP mousse - lave - coiffe - parfume

circa 1938

Chocolat Klaus depuis 1856

circa 1940

Conserves Barbier Dauphin

1948

Le fusil Darne

1948

CHF 1260.–

Le Thermogène engendre la chaleur

circa 1949

CHF 770.–

Le thermogène engendre la chaleur et combat: toux et rhumatismes, 1949 late autorized edition

1949

CHF 850.–

Liquor Relsky

circa 1950

CHF 140.–

Vermouth Martini

1956

Vermouth Martini, second authorised edition

circa 1957

Vodka Relsky

circa 1960

Cappiello, Musée d'Art et d'Histoire - Genève 1962

1962

CHF 640.–