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
SoldCorset le Furet maintient mais ne comprime pas
1901
SoldCorset Le Furet, Hygiène, élégance, souplesse
circa 1901
SoldChocolat Klaus
1903
SoldCognac Continental Paul Dubois
circa 1905
SoldPaquet Pernot, Pratique, Avantageux, Conservation assurée, Biscuits Pernot
1905
CHF 5200.–
Maurin Quina, Le Puy
1906
Price upon request
Biscuiterie Union dans toutes les bonnes épiceries - Produit de suralimentation
circa 1906
SoldChocolat du Léman, Genève
1906
SoldMaurin Quina, Le Puy
1906
SoldMaurin Quina, Le Puy
1906
SoldCognac Pellisson, Père & Co
1907
SoldCognac Pellisson Père & Co.
1907
SoldCognac Pellisson, Père & Co
1907
CHF 2550.–
NewAngelus, Liqueur des Salésiens de Dom Bosco
1907
CHF 630.–
Fernet-Branca, Fratelli Branca Milan, le Roi des Amers
1909
SoldCinzano, Vermouth Torino
1910
SoldBénédictine, La grande liqueur Française
circa 1910
SoldCinzano Vermouth Torino
1910
SoldOmega
circa 1910
SoldChambéry Reynaud, vermout blanc
circa 1910
SoldBiscotines Union
circa 1910
CHF 1400.–
Bière du Fort-Carré, anno 1544
circa 1911
SoldPersil économise le linge, blanchit par l'oxygène sans brûler
circa 1911
SoldBière du Fort-carré, Bock Diamant, anno 1544
circa 1911
SoldBouillon Oxo
1912
SoldZenith
circa 1912
SoldSociété française de munitions de chasse, de tir et de guerre
circa 1912
CHF 960.–
Agua de Vilajuiga
1912
CHF 1720.–
Je ne fume que le Nil, papier à cigarettes
1912
SoldLe fumeur avisé ne fume que le Nil
circa 1915
CHF 90.–
Les pansements "La Croix-Soleil"
1919
CHF 770.–
Je ne fume que le Nil
circa 1920
SoldCachou Lajaunie
1920
SoldChampagne de Castellane, Epernay
circa 1920
CHF 95.–
Chocolat Klaus, Bouchées assorties
circa 1920
CHF 330.–
Chocolat Klaus
circa 1920
CHF 330.–
Banque Nationale de Crédit, Emprunt National 1920
1920
SoldPanamose Thermometer rend un vêtement neuf
circa 1920
SoldCinzano, le meilleur apéritif
circa 1920
SoldLe Nil, Je ne fume que le Nil, papiers à cigarettes
circa 1920
CHF 190.–
Campari. Bitter Campari, the medium Orange Peel (Jester)
1921
SoldCampari. Bitter Campari, the small orange peel
1921
SoldCampari. Bitter Campari 1921, Orange peel
1921
SoldCampari, Bitter Campari, the large Orange Peel (Jester)
1921
SoldCampari. Bitter Campari, the medium Orange Peel (Jester)
1921
SoldCampari. Bitter Campari, the small orange peel (Jester)
1921
SoldBitter Campari
1921
CHF 5830.–
NewCordial Campari
1921
SoldParapluie-Revel, Lyon France
1922
CHF 85.–
Contratto champagne
1922
CHF 6350.–
Crémant du Roi, Veuve Amiot, grands vins mousseux
1922
SoldExposition Coloniale, Marseille 1922
1922
CHF 1760.–
Parapluie Revel
circa 1922
SoldContratto Champagne
1922
SoldCampari Cordial liquor
1923
CHF 1820.–
Vodka Relsky
circa 1925
CHF 1430.–
NewVodka Relsky
circa 1925
CHF 2570.–
Vodka Relsky
circa 1925
CHF 2960.–
Contratto, Cannelli, vermouth
1925
CHF 390.–
Campari
1925
SoldLe Thermogène combat toux, grippe, douleurs rhumatismales
circa 1925
CHF 90.–
Bourdou, grand quinquina apéritif contre les fièvres
1926
SoldCognac Monnet
1927
CHF 6950.–
Cordial Campari, Milano
circa 1928
SoldNitrolian, sec aussitôt peint, Bruxelles
1929
CHF 4750.–
Le bas Revel, Lyon
1929
CHF 2500.–
il Themogène genera il calore e guarisce: tossi reumatismi lombaggine ecc.
1929
SoldNitrolian, sec aussitôt peint, Bruxelles
1929
SoldParapluie Revel
1929
SoldParapluie Revel, Lyon
1929
SoldChocolat Frigor
1929
SoldParapluie Revel, Lyon
1929
SoldLe café Martin
circa 1930
SoldCordial Campari, Liquor
circa 1930
CHF 85.–
Florio et Cinzano, les meilleures apéritifs
1930
SoldCampari l'aperitivo
circa 1930
CHF 140.–
Papier à Cigarettes JOB, création 1912, Cappiello 228
circa 1930
SoldMargarine Axa, garantie fraiche
1931
SoldBuvez du vin et vivez joyeux
1933
SoldToblerone (création 1932)
1933
SoldJOB, Papier à cigarettes
1933
SoldBaudin, la cuisinière des cuisinières
1933
CHF 1770.–
Grand beurre de Normandie, Gautier carton publicitaire
1933
SoldL'Oie d'Or, La reine des crèmes de foie gras
1934
SoldFrankreich
1937
SoldFrance
1937
SoldToujours bien coiffé, O CAP mousse - lave - coiffe - parfume
circa 1938
SoldChapeaux Mossant
1938
SoldChapeaux Mossant
1938
SoldChocolat Klaus depuis 1856
circa 1940
SoldConserves Barbier Dauphin
1948
SoldLe fusil Darne
1948
CHF 1260.–
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
SoldVermouth Martini, second authorised edition
circa 1957
SoldVodka Relsky
circa 1960
SoldCappiello, Musée d'Art et d'Histoire - Genève 1962
1962
CHF 490.–
New