Size: 36.75 x 56 inches
Artist: Cappiello, Leonetto
Created in 1757 by two brothers, Giovanni GIacomo and Carlo Stefano Cinzano, Cinzano vermouth was a new vermouth rosso (red vermouth) made with aromatic herbs from the Italian Alps.This classic poster is a restrike of the original printed circa 1910, for the 50th Fieira di Milano in Italy.
Cappiello is considered to be one of the greatest posterists of his age. His approach was always image association - the idea that you don't really remember the image of the product itself, but the image of something is associated with the product ... Cappiello was the first who thoroughly understood this, and he applied it with considerable diligence in about a thousand posters.' (Rennert) His style, simple lines with strong colors and an equally strong product message was evident in some of the first commissions he received: an 1899 album of pochoirs depicting famous actresses of the age shows clearly that even as a young man, he had already developed a style which he would use, with incredible results, throughout his creative life. His portraits and posters were playful and unique, a quality that bred his success. His illustrations were clean and simple, crossing the boundaries from Belle Epoque through to Art Noveau to the more modernist approach of Art Deco while still combining styles from previous eras. Because of the simplicity of his graphics, Cappiello was able to produce nearly 1000 posters in his time and was an inspiration to many lithographers to follow. His work is sought after today and may be found in galleries and museums throughout the world.