Leonetto Cappiello

Leonetto Cappiello, born on April 9, 1875 in Livorno, Italy, is considered one of the pioneers of modern advertising graphics. Originally working as a caricaturist in his homeland, Cappiello moved to Paris, the beating heart of the art world, in 1898. There, his artistic focus quickly changed from satire to advertising art, in which he developed groundbreaking techniques and a distinctive style that captured attention and revolutionized the advertising industry.

His works are characterized by vibrant colors, dynamic compositions and often humorous depictions that presented products and brands in a way that was memorable. Cappiello's ability to convey a striking message with just a few strokes made him a sought-after artist for posters and advertising campaigns. His innovative approach to design and advertising not only influenced his contemporaries, but also laid the foundation for modern advertising techniques.

Interesting fact:

Leonetto Cappiello is often referred to as the "father of modern advertising." One of his most notable campaigns was the design of a poster for the drink Campari in 1900, considered one of the first examples of modern brand advertising. This poster not only showcased Cappiello's innovative use of color and form, but also his ability to present a product in an appealing and memorable way.

Important works of art & images by Leonetto Cappiello:

• Bitter Campari (1921)
• Chocolat Klaus (1903)
• Maurin Quina (1906)
• Cognac Monnet (1927)
• Thermogenic (1907)
• Parapluie Revel (1922)
• Contratto (1922)
• Absinthe Ducros Fils (1906)
• Le Frou Frou (1900)
• Cinzano (1910)