This striking poster by Leonetto Cappiello advertises the well-known liqueur company, Cinzano. The image features a man riding a vibrant red horse against a dark background, a wonderful demonstration of Cappiello’s artistic style.
The Cinzano company, known initially for its Vermouth, dates back to 1757. Brothers Carlo Stefano and Giovanni Giacomo Cinzano are credited as the founders of the brand and are known for their creation of a red vermouth that uses a variety of plants grown in the Italian Alps. The red vermouth quickly became a favorite amongst the city of Turin, especially that of the bourgeoisie class.
Cinzano remained a family operation until around 1985 when the company was turned over to a subsidiary of Grand Metropolitan which later became Diageo. In 1999, Cinzano was sold to Gruppo Campari, the company known for its production of Bitter Campari. The Cinzano brand is still very much a popular alcoholic brand to date. Today, Cinzano continues to sell their popular vermouth as well as a collection of sparkling wines.
Leonetto Cappiello (1875-1942) was an Italian poster artist who worked in Paris. He is known for modernizing advertising design for the 20th Century. His compositions are uncomplicated and often feature a graceful figure with an oversized rendition of the product against a simple color background. The typography is often minimized to be as direct and short as possible. This innovation allowed for the advertising to be eye-catching and understood at a moments’ glance. It was ideal for the fast paced travel and attention of busy city life.
To learn more about the career of Cappiello, please follow this link: https://postergroup.com/blogs/the-ross-art-group-blog/for-the-love-of-cappiello
This is an Original Vintage Poster. It is not a reproduction. This poster is conservation mounted, linen backed and in excellent condition. We guarantee the authenticity of all of our posters.