Description

Liqueur Medoc — Leonetto Cappiello, 1907

This 1907 advertising poster for Liqueur Médoc was created by Leonetto Cappiello, capturing the artist near the very beginning of his career-defining transformation of French commercial poster art.

Leonetto Cappiello (1875-1942), born in Livorno but based in Paris from 1898, had by 1907 already begun to develop the revolutionary approach that would make him the most influential poster artist of his generation — bold, often fantastical single figures set against plain backgrounds, designed to be instantly memorable from a distance. This early period of his career saw him working across a wide range of French consumer brands, building the reputation that would later see him dubbed the “father of modern advertising.”

Médoc, the celebrated wine region of Bordeaux, lent its name to various liqueurs and aperitifs in the early 20th century, capitalising on the prestige associated with the region. Cappiello’s poster brings his characteristic wit and energy to the product, transforming a simple advertisement into something genuinely eye-catching — a wonderful early example of his groundbreaking style.

Digitally restored by an artist (wear removed, colours refreshed, vintage character retained). Copyright: Personal use only — no resale or redistribution.

Download includes 5 high-resolution JPEG files: 4×5 (up to 40×50cm) · 3×4 (up to 18×24″) · 2×3 (up to 24×36″) · International (A5–A1, 50×70cm) · 11×14″

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