This is a classic and rare poster image by noted artist, Leonetto Cappiello. Bottles of Fernet Branca create the form and costume of a flamboyant king; the King of Bitters! We are reminded in this poster that Fernet can be enjoyed both before and after a meal.
Fernet is a type of amaro; a bitter, aromatic spirit. Fernet is made from a number of herbs and spices which vary according to the brand, but usually include myrrh, rhubarb, chamomile, cardamom, aloe, and especially saffron, with a base of grape distilled spirits, and colored with caramel coloring. Fernet is usually served as a digestif after a meal but may also be served with coffee and espresso or mixed into coffee and espresso drinks. Fernet Branca was invented in Milan in 1845 by the Italian Maria Scala as a stomach medicine. She became Maria Branca through marriage, and the product's name was born.
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 our posters.