Le Planteur de Caiffa Coffee - Cappiello Maquette Framed

In the bustling streets of early 20th-century France, the figure of the "Caïffa" coffee peddler became a familiar and cherished sight. Dressed in a distinctive bottle-green uniform and cap, these dedicated vendors traversed urban and rural landscapes, pushing their branded carts laden with coffee, spices, and other delicacies. Their presence not only brought quality goods directly to households but also embodied the spirit of personalized service and community connection that defined the era's commerce.(Pinterest)
Leonetto Cappiello, often hailed as the father of modern advertising, masterfully captured this iconic figure in his circa 1925 poster, "Le Planteur de Caïffa." Departing from the intricate designs of his predecessors, Cappiello employed bold colors and simplified forms to create striking images that commanded attention. In this work, he portrays the Caïffa peddler in dynamic motion, emphasizing the energy and dedication of these vendors. The vivid green of the uniform and cart stands out against a neutral background, drawing the viewer's eye and reinforcing brand recognition.(Redbubble)
The "Au Planteur de Caïffa" company, established in 1890 by Michel Cahen and his wife, revolutionized the retail experience by combining storefronts with a vast network of mobile vendors. By the eve of World War II, the company boasted over 400 outlets across France. Their innovative approach included loyalty programs, offering customers collectible stamps redeemable for household items, fostering brand loyalty and customer engagement. (Wikipedia)
This original gouache and charcoal on paper artwork is signed by Cappiello in the lower right corner. It stands as a testament to the golden age of poster art and the enduring legacy of both the "Au Planteur de Caïffa" brand and Leonetto Cappiello's artistic genius.
It is a true original piece of Cappiello's work in his hand. The artwork is matted and framed in a custom molded acrylic frame that beautifully showcases the original artwork by Cappiello.