Der Kenner - Fritz Rehm

A classic Plakatstil advertising poster by Fritz Rehm, featuring a minimalist, graphic depiction of a cigarette connoisseur from the early 1900s.

This lithographic poster, created by Fritz Rehm around 1900, represents the early development of the Plakatstil, or poster style, which emerged in Germany at the turn of the century. The design prioritises clarity and directness, moving away from the ornate, illustrative tendencies of the preceding Art Nouveau period. Rehm employs a flat, graphic approach, using bold blocks of colour and simplified forms to communicate the brand identity of Cigaretten Laferme Dresden.

The composition features a central figure, the titular 'Kenner' or connoisseur, seated at a high table. He is depicted with a thin, curling wisp of smoke rising from his cigarette, a detail that provides a singular point of movement against the static, geometric background. The figure is rendered in a dark suit, contrasting sharply with the muted green and deep blue fields of the background. The table and stool are constructed from simple, linear elements, reflecting the influence of modern design principles that favoured functional aesthetics over decorative excess.

Text is integrated into the composition as a structural element rather than an afterthought. The bold, sans-serif lettering at the base anchors the image, while the smaller text in the upper right corner identifies the subject. The work was produced for a competition organised by the printing firm Grimme & Hempel in Leipzig, a common practice for manufacturers seeking to elevate the quality of their commercial advertising. By stripping away unnecessary detail, Rehm creates an image that is instantly legible from a distance, a requirement for the urban environment of the early twentieth century. This print offers a clear example of how commercial art began to adopt the principles of modern graphic design, focusing on the relationship between typography, colour, and negative space.