A vermouth with Leonetto Cappiello

Contratto, 1925

Livorno-born illustrator and advertisement man, Leonetto Cappiello (1875-1942) began his career in Paris, where he specialized in caricatures by immortalizing a number of French VIPs of the time.

However, his innovative talent best emerged in advertisement, starting in the early 1900s.

His poster for Chocolat Klaus is famous in that, being considered the first example of “brand-posters” in which the image is not directly linked to the promoted product, yet pinpoints a specific identity that anyone – even without reading – could recognize: the Amazon dressed in green, riding a red steed that was disproportionally small compared to the woman, who became a strong symbol of the Klaus brand.

Here is a series of Cappiello’s posters, dedicated to various vermouth distilleries in Italy.

May 27, 2016