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.–

Paquet Pernot, Pratique, Avantageux, Conservation assurée, Biscuits Pernot
1905
CHF 5200.–

Biscuiterie Union dans toutes les bonnes épiceries - Produit de suralimentation
circa 1906
CHF 1480.–

Angelus, Liqueur des Salésiens de Dom Bosco
1907
CHF 630.–

Cognac Pellisson, Père & Co
1907
CHF 2250.–

Cognac Pellisson Père & Co.
1907
CHF 990.–

Omega
circa 1910
CHF 120.–

Biscotines Union
circa 1910
CHF 1400.–

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
CHF 3360.–

Agua de Vilajuiga
1912
CHF 1620.–

Le fumeur avisé ne fume que le Nil
circa 1915
CHF 90.–

Les pansements "La Croix-Soleil"
1919
CHF 770.–

Champagne de Castellane, Epernay
circa 1920
CHF 95.–

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

Chocolat Klaus, Bouchées assorties
circa 1920
CHF 330.–

Chocolat Klaus
circa 1920
CHF 330.–

Campari Cordial liquor
circa 1920
CHF 1820.–

Je ne fume que le Nil
circa 1920
CHF 100.–

Cinzano, le meilleur apéritif
circa 1920
CHF 375.–

Campari. Bitter Campari 1921, Orange peel
1921
CHF 6850.–

Campari, Bitter Campari, the large Orange Peel (Jester)
1921
CHF 9700.–

Crémant du Roi, Veuve Amiot, grands vins mousseux
1922
CHF 3930.–

Contratto champagne
1922
CHF 4200.–

Vodka Relsky
circa 1925
CHF 1970.–

Contratto, Cannelli, vermouth
1925
CHF 390.–

Vodka Relsky
circa 1925
CHF 2960.–

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

Vodka Relsky
circa 1925
CHF 1270.–

Cognac Monnet
1927
CHF 6950.–

Parapluie Revel
1929
CHF 215.–

Le bas Revel, Lyon
1929
CHF 2500.–

Baudin, la cuisinière des cuisinières
1933
CHF 1770.–

L'Oie d'Or, La reine des crèmes de foie gras
1934
CHF 5800.–

France
1937
CHF 1220.–

Chapeaux Mossant
1938
CHF 3300.–

Conserves Barbier Dauphin
1948
CHF 1200.–

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, second authorized edition
circa 1957
CHF 1220.–