This clever poster for suntan cream is one of the most beautiful by Leupin. It features a masterfully drawn sailboat next to the tube, a joyful association for a vacation necessity.
As the all-time leader for Swiss Poster of the Year awards, Herbert Leupin qualifies as one of the most successful poster artists of all time. Over a 30-year span, Leupin won around 90 such honors (including one for this poster in 1942). In all, he created about 500 posters.
In the field of the product poster, Leupin is considered second only to Leonetto Cappiello, the father of modern advertising who dominated the Parisian poster field from 1900 to 1920 with his uncanny ability to focus on one irresistible image that could be absorbed instantly and remembered for a lifetime.
Leupin returned to Basel just prior to the start of WWII. There he adopted a highly realistic style that combined gentle humor with prodigious graphic skill. For more than a decade, Leupin and his Basel colleagues created Object Poster masterpieces, where close-ups of products transformed them into icons.