LEONETTO CAPPIELLO - For the kitchen, there is nothing better than Végétaline

THE ARTWORK

Leonetto Cappiello’s Végétaline poster, created around 1910, is a vivid and imaginative advertisement for a cooking fat made from coconut and palm oils. Stating in bold text "Per la cucina, non vi è nulla di meglio della Végétaline / For the kitchen, there is nothing better than Végétaline", the poster features a bright red elephant running through the jungle with a chef riding on its back, holding several containers of Végétaline. The bold, eye-catching colors and dynamic design were typical of Cappiello’s work, which revolutionized advertising in the early 20th century. His style, characterized by the use of striking images set against dark backgrounds, was intended to stand out in the busy urban environments of Paris.

THE ARTIST

Leonetto Cappiello (1875–1942) was an Italian-French poster artist and painter, celebrated as one of the pioneers of modern advertising art. Often called the "father of modern advertising," Cappiello revolutionized the field with his bold, eye-catching designs that broke away from the elaborate Art Nouveau style of his time. He favored striking imagery, bright colors, and simple compositions that communicated the essence of a product at a glance.

Born in Livorno, Italy, Cappiello initially worked as a caricaturist before transitioning to poster design after moving to Paris in 1898. His breakthrough came in 1900 when he started creating posters for Parisian companies. Over his career, he produced more than 530 posters, promoting everything from beverages and food to cosmetics and theater shows.

Cappiello’s unique approach involved using a single, dominant image, often set against a flat, monochrome background. This technique, combined with his playful and humorous style, made his posters instantly recognizable. Some of his most famous works include the advertisements for Maurin Quina, Cinzano, and the Bitter Campari.

His influence on visual advertising endures, with his work serving as a foundation for the development of modern poster art in the 20th century.

THE PRINT

• A4 Size = 29.7cm x 21cm = 11.7" x 8.25"
• A3 Size = 42cm x 29.7cm = 16.5" x 11.7"
• High resolution giclée print - 600dpi
• Printed to order
• Unframed & unmounted
• Professionally printed using Canon imagePROGRAF printers
• Digitally restored by OharaPrints from high resolution scans of the original artwork
• Made in and shipped from Casterton, Victoria, Australia

PAPER

• Canson Infinity - Arches BFK Rives White
• Paper weight = 310gsm
• 100% cotton
• Archival, museum grade
• Acid free
• No OBAs (optical brightening agents)

Arches BFK Rives is a high-quality, archival-grade paper manufactured at the Arches paper mill in France - one of the oldest papermakers in Europe. It is made from 100% cotton rag using a time-honoured manufacturing process, giving the paper exceptional durability, longevity, and resistance to yellowing or deterioration over time. Despite its substantial weight and thickness it maintains a very soft and supple feel. The paper has a natural white tone and is completely free of any optical brighteners (OBAs), allowing for superb colour rendition and deep blacks.

INK

• Canon Lucia Pro Inks
• Pigment based
• Archival, museum-grade
• Brilliant colours, even gradient and razor-sharp lines
• Highly stable and fade resistant, excellent humidity-fastness

SHIPPING & HANDLING

• All orders are dispatched on the NEXT BUSINESS DAY after receiving the order
• All prints are shipped via AUSTRALIA POST with TRACKING
• For postage rates and estimated delivery times please see our SHIPPING page
• All prints are shipped flat, not rolled
• Each print is individually placed into a resealable, archival grade plastic protective sleeve
• Prints are carefully packaged in very sturdy 700gsm cardboard envelopes, along with 1050gsm boxboard sheets which provide extra strength & rigidity to prevent bending or folding during transit