Chocolat Klaus
Artist
Leonetto Cappiello
Italy, 1875 - 1942
Printer
P. Vercasson, Paris
Date1903
MediumStone Lithograph
Dimensions62 1/2 x 45 in. (158.8 x 114.3 cm)
ClassificationsPoster
Credit LinePoster House Permanent Collection
Object numberPH.5758
DescriptionLeonetto Cappiello is known as the “Father of Modern Advertising” thanks to his design innovations within the poster field, specifically his lively compositions full of movement and color offset by flat, saturated backgrounds. This poster for a chocolate brand is especially important as it introduced the concept of a mascot to advertising. Rather than show the product, Cappiello chose to present a distinctive image of a woman riding a red horse. This was so novel that people soon began to ask for the chocolate by describing the image rather than mentioning the brand’s name. On View
On view
