Le Petit Coquin - Cappiello

This charming design by Leonetto Cappiello (1875–1942) was created to promote Le Petit Coquin, advertised as a “Dessert Exquis.” The poster features a young girl in a bright red dress, delightfully sampling the treat while a mischievous parrot looks on from its perch above. The simple, flat background allows the playful figures and bold typography to stand out, making the product both endearing and memorable. Cappiello’s knack for humor and whimsy is evident here, presenting the dessert as irresistible to both children and adults.Leonetto Cappiello, born in Livorno, Italy, and active primarily in Paris, is widely recognized as the father of modern advertising posters. He broke away from the painterly style of 19th-century lithography by introducing bold, graphic images often built around a single, striking motif. His posters, instantly legible at a glance, were designed to capture attention in the crowded boulevards of Paris. Over his career, he created more than 1,000 posters for a wide array of subjects, such as spirits, food, tobacco, fashion, and entertainment—each marked by his inventive approach and playful imagination.This particular work reflects Cappiello’s roots as a caricaturist. Before turning to poster design, he built his reputation in Paris contributing caricatures to journals such as Le Rire. That early training is evident in Le Petit Coquin, with its exaggerated childlike proportions, simplified forms, and playful visual narrative. Rather than grandeur or drama, the poster emphasizes lighthearted charm, ensuring that the brand is associated with joy, indulgence, and a touch of mischief.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-cappielloThis is an Original Vintage Poster, it is not a reproduction. This poster is conservation mounted, linen backed and in good condition. There is unevenness in the background color and scattered pale spots. These issues will be far less noticeable once the poster is framed. We guarantee the authenticity of all our posters.