Fernet Branca - Cappiello - Italian Text

In a number of posters, Cappiello gave the advertised product life by conjuring up a personality for it. He found a way either to breathe life into a commodity by adding arms, legs or a face to it or, more subtly, creating a semi-human being which stood for the thing itself–the spirit of the product, if you will. One of his most conspicuous successes in this category is the artwork he created for one of Europe’s most popular aperitifs, Fernet-Branca. Since it already wistfully called itself “The King of Bitters,” Cappiello simply gave that dream a two-dimensional reality. The drink, developed by herbal expert Dr. Fernet, was put on the market in 1845 by the Branca Brothers of Milan. The text of the poster was printed in a number of languages, and the jubilant glass monarch became famous throughout the world. This is the Italian-language version. ( Rennert)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 moment’s glance. It was ideal for the fast-paced travel and attention of busy city life.To learn more about the artwork 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 excellent condition. We guarantee the authenticity of all of our posters.