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.

Le passé de la comédie française
circa 1900
CHF 375.–

Cachou Lajaunie, Antinicotino indispensable a los fumadores
1900
Sold
Corset le Furet maintient mais ne comprime pas
1901
Sold
Corset Le Furet, Hygiène, élégance, souplesse
circa 1901
Sold
Chocolat Klaus
1903
Sold
Paquet Pernot, Pratique, Avantageux, Conservation assurée, Biscuits Pernot
1905
CHF 5200.–

Cognac Continental Paul Dubois
circa 1905
Sold
Chocolat du Léman, Genève
1906
Sold
Maurin Quina, Le Puy
1906
CHF 2950.–

Biscuiterie Union dans toutes les bonnes épiceries - Produit de suralimentation
circa 1906
Sold
Maurin Quina, Le Puy
1906
Sold
Cognac Pellisson, Père & Co
1907
Sold
Angelus, Liqueur des Salésiens de Dom Bosco
1907
CHF 630.–

Cognac Pellisson Père & Co.
1907
Sold
Cognac Pellisson, Père & Co
1907
CHF 2250.–

Fernet-Branca, Fratelli Branca Milan, le Roi des Amers
1909
Sold
Cinzano, Vermouth Torino
1910
Sold
Bénédictine, La grande liqueur Française
circa 1910
Sold
Omega
circa 1910
Sold
Cinzano Vermouth Torino
1910
Sold
Chambéry Reynaud, vermout blanc
circa 1910
Sold
Biscotines Union
circa 1910
CHF 1400.–

Bière du Fort-carré, Bock Diamant, anno 1544
circa 1911
Sold
Persil économise le linge, blanchit par l'oxygène sans brûler
circa 1911
Sold
Bière du Fort-Carré, anno 1544
circa 1911
Sold
Agua de Vilajuiga
1912
Sold
Société française de munitions de chasse, de tir et de guerre
circa 1912
CHF 960.–

Je ne fume que le Nil, papier à cigarettes
1912
Sold
Zenith
circa 1912
Sold
Bouillon Oxo
1912
Sold
Le fumeur avisé ne fume que le Nil
circa 1915
CHF 90.–

Papier à Cigarettes JOB, création 1912, Cappiello 228
circa 1915
Sold
Les pansements "La Croix-Soleil"
1919
CHF 770.–

Je ne fume que le Nil
circa 1920
Sold
Le Nil, Je ne fume que le Nil, papiers à cigarettes
circa 1920
CHF 190.–

Chocolat Klaus, Bouchées assorties
circa 1920
CHF 330.–

Cinzano, le meilleur apéritif
circa 1920
CHF 375.–

Chocolat Klaus
circa 1920
Sold
Banque Nationale de Crédit, Emprunt National 1920
1920
Sold
Champagne de Castellane, Epernay
circa 1920
CHF 95.–

Panamose Thermometer rend un vêtement neuf
circa 1920
Sold
Cachou Lajaunie
1920
Sold
Campari. Bitter Campari, the medium Orange Peel (Jester)
1921
Sold
Campari. Bitter Campari, the small orange peel
1921
Sold
Campari. Bitter Campari 1921, Orange peel
1921
Sold
Campari, Bitter Campari, the large Orange Peel (Jester)
1921
CHF 14900.–

Campari. Bitter Campari, the medium Orange Peel (Jester)
1921
CHF 5430.–

Campari. Bitter Campari, the small orange peel (Jester)
1921
Sold
Bitter Campari
1921
CHF 5430.–
New
Cordial Campari
1921
Sold
Contratto champagne
1922
CHF 6350.–

Crémant du Roi, Veuve Amiot, grands vins mousseux
1922
Sold
Parapluie-Revel, Lyon France
1922
CHF 85.–

Parapluie Revel
circa 1922
Sold
Contratto Champagne
1922
Sold
Campari Cordial liquor
1923
CHF 1820.–

Le Thermogène combat toux, grippe, douleurs rhumatismales
circa 1925
CHF 90.–

Vodka Relsky
circa 1925
CHF 2570.–
New
Contratto, Cannelli, vermouth
1925
CHF 390.–

Vodka Relsky
circa 1925
CHF 2960.–

Campari
1925
Sold
Vodka Relsky
circa 1925
CHF 1330.–
New
Bourdou, grand quinquina apéritif contre les fièvres
1926
Sold
Cognac Monnet
1927
CHF 7350.–

Cordial Campari, Milano
circa 1928
Sold
Nitrolian, sec aussitôt peint, Bruxelles
1929
CHF 4750.–

Parapluie Revel
1929
CHF 230.–

Nitrolian, sec aussitôt peint, Bruxelles
1929
Sold
Parapluie Revel, Lyon
1929
Sold
Chocolat Frigor
1929
Sold
il Themogène genera il calore e guarisce: tossi reumatismi lombaggine ecc.
1929
Sold
Parapluie Revel, Lyon
1929
Sold
Le bas Revel, Lyon
1929
CHF 2500.–

Le café Martin
circa 1930
Sold
Florio et Cinzano, les meilleures apéritifs
1930
Sold
Margarine Axa, garantie fraiche
1931
Sold
Buvez du vin et vivez joyeux
1933
Sold
JOB, Papier à cigarettes
1933
Sold
Toblerone (création 1932)
1933
Sold
Baudin, la cuisinière des cuisinières
1933
CHF 1770.–

Grand beurre de Normandie, Gautier carton publicitaire
1933
Sold
L'Oie d'Or, La reine des crèmes de foie gras
1934
Sold
France
1937
Sold
Frankreich
1937
Sold
Chapeaux Mossant
1938
Sold
Toujours bien coiffé, O CAP mousse - lave - coiffe - parfume
circa 1938
Sold
Chapeaux Mossant
1938
Sold
Chocolat Klaus depuis 1856
circa 1940
Sold
Le fusil Darne
1948
CHF 1260.–

Conserves Barbier Dauphin
1948
Sold
Le thermogène engendre la chaleur et combat: toux et rhumatismes, 1949 late autorized edition
1949
CHF 850.–

Le Thermogène engendre la chaleur
circa 1949
CHF 770.–

Liquor Relsky
circa 1950
CHF 140.–

Vermouth Martini
1956
Sold
Vermouth Martini, second authorised edition
circa 1957
Sold
Vodka Relsky
circa 1960
Sold
Cappiello, Musée d'Art et d'Histoire - Genève 1962
1962
CHF 640.–