Vegetaline - Leonetto Cappiello
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A vibrant vintage advertising poster by Leonetto Cappiello for Vegetaline cooking fat, featuring a chef riding a red elephant. A striking piece of advertising history, perfect for adding a touch of retro charm to your home.
Leonetto Cappiello, an Italian and French poster artist, revolutionised advertising in the early 20th century. His bold, simplified designs and vibrant colours broke away from the intricate Art Nouveau style, creating memorable and impactful images. This 1910 poster for Vegetaline, a cooking fat, exemplifies Cappiello's innovative approach. A jovial chef, clad in white, rides a bright red elephant, holding aloft a tin of the product. The background is a swirl of dark blues and greens, suggesting a fantastical landscape. The text, in bold yellow and green, proclaims the virtues of Vegetaline for cooking. Cappiello's use of a striking, unexpected image – the red elephant – ensured the advertisement would capture the public's attention. This print offers a glimpse into the golden age of advertising, a time when art and commerce intertwined to create enduring cultural icons. It brings a touch of vintage charm and artistic flair to any space, perfect for adding a splash of colour and a conversation starter to your kitchen or dining room.
Vegetaline - Leonetto Cappiello
Sale price$29.00
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Crafted for a Lifetime
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Premium materials
Solid wood frames, UV-protected acrylic glaze, and archival backing for lasting durability.
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Museum-grade prints
12-colour giclée printing on FSC-certified 200gsm fine art paper, with lifetime fade resistance.
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Crafted in the UK
Sustainably sourced materials, precision manufactured locally, reducing carbon footprint.
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Ready to hang
Each frame is sealed with rigid backing and fixings attached, no extra effort required.
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What our customers say
Real reviews from real customers
Received the beautiful hummingbird print in black frame. Great service, stunning print, I will post a picture when the room is finished. Thank you
Delighted with this print! The colours are extremely vibrant, the imagine crystal clear and beautifully displayed in an attractive frame. Delivery was prompt and securely packaged. Highly recommended and will be using again!
So pleased with my print and the frame it’s housed in. Fantastic quality and really adds character to the room. Communication was great and it was delivered quicker than estimated. Overall I’m extremely pleased and will recommend to friends. I’m already eying up my next purchase!
Beautiful print, great quality and love it with the white frame. Delivery was really fast. I've had loads of compliments from visitors as I've hung it in my hallway as the first thing you see when you enter the house. Couldn't be happier.
Leonetto Cappiello
Leonetto Cappiello, though Italian by birth, became synonymous with the vibrant poster art of early 20th-century Paris. Unlike his Art Nouveau predecessors such as Alphonse Mucha, Cappiello shed intricate detail in favour of bold colour, simplified forms, and memorable, often humorous, characters. He understood that a poster needed to grab attention instantly in the bustling city, and his designs were perfectly pitched for this purpose. Cappiello's genius lay in his ability to reduce a product or brand to its most essential element. A mischievous imp for a chocolate company, a green devil hawking bitters – his figures were unforgettable. He embraced caricature and understood the power of visual wit, creating iconic images that resonated with the public and elevated advertising to an art form. This innovative approach earned him the moniker "the father of modern advertising." His influence extended far beyond his own time. Cappiello's emphasis on striking imagery and simplified design principles paved the way for later advertising giants. Today, his posters remain highly sought after, a testament to their enduring appeal and a reminder of the power of visual communication. Owning a Cappiello print is not just acquiring a piece of art; it's owning a slice of advertising history.
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