Menthe-Pastille, 1906

Cappiello, Leonetto poster: Menthe-Pastille

This magical poster by Cappiello dates from 1906, and reveals an ingenious poster solution. A playfully devilish statue of a satyr comes to life, drinking a glass of Menthe-Pastille, a digestive tonic flavored with peppermint. Dusk has fallen over this shadowy wooded scene - one of the most beautiful backdrops found in Cappiello's work - adding an air of mystery and enticing the viewer to delve deeper into this arresting image. The message, that the restorative powers of the tonic are strong enough to bring a statue to life, is unforgettable. It is one of our all-time favorite Cappiellos.

Although born in Livorno, Italy, Cappiello spent most of his adult life in Paris where he became one of the most successful and prolific posterists of all time (he created more than 1000 designs). His style is intimately bound with the rise of modern advertising. Always bold, he focused on one irresistible image that could be absorbed in a second and remembered for a lifetime. He wrote: "Surprise is the foundation of advertising; it is its necessary condition."

Cappiello, Leonetto

50 x 77 inches (127 x 196 cm)
FRAMED SIZE: 55'' x 83'' (140 x 211 cm)

Lithograph

Inventory #FRL07088 (FRAMED)

KEYWORDS:
mythology
x-l
aperitifs
1900s
devils
liquor
france
europe
humor
spirits
frmd
Cappiello Style
France
red
blue
green