He was an Italian publicist, illustrator, painter and caricaturist naturalised French. He is considered one of the fathers of modern Italian poster art, together with figures such as Adolf Hohenstein, Giovanni Maria Mataloni, Leopoldo Metlicovitz and Marcello Dudovich.
His career began as a caricaturist for Parisian magazines such as ‘Le Rire’, ‘Le Cri de Paris’ and ‘L’Assiette au Beurre’. However, it was in the field of advertising posters that Cappiello revolutionised the visual art of the time. He introduced the use of bold figures silhouetted against dark backgrounds, creating a strong visual impact that immediately captured the viewers’ attention.
Among his most famous works are the posters for ‘Maurin Quina’ (1906), ‘Bitter Campari’ (1921) and ‘Parapluie Revel’ (1922). His ability to combine striking images with an innovative use of colour has left a lasting impression on the world of advertising and design.
Although he had no specific academic training, Cappiello demonstrated an innate talent for visual design. In the early years of the 20th century, he abandoned caricature to devote himself to advertising posters, a fast-growing medium due to urbanisation and expanding markets.
His art immediately stood out: he abandoned the complex decorative details of Art Nouveau, opting for bold, simplified images accompanied by a strong chromatic impact.
His revolutionary approach:
Leonetto Cappiello is considered the father of the modern advertising poster. His ability to create a powerful and recognisable visual identity for brands made him an innovator in the field of branding and visual marketing.
At a time when the advertising market was booming, Cappiello was able to combine art and commerce, turning posters into a powerful tool for mass communication.
A naturalised Frenchman, Cappiello lived most of his life in Paris, working tirelessly until his death on 2 February 1942 in Cannes. Today, his works are exhibited in major museums around the world and are collectors' items.
Many of his posters were dedicated to the world of beverages, particularly wines and spirits. Thanks to his distinctive style, Cappiello turned these advertisements into true works of art, celebrating wine not only as a product, but as an experience and symbol of conviviality.
“Leonetto Cappiello remains an icon of visual design, an artist who was ahead of his time and influenced the way we perceive the relationship between art and communication.”
