Florio Cinzano poster – Leonetto Cappiello – 1930
Vintage Florio Cinzano Poster by Leonetto Cappiello
The iconic 1930 Florio Cinzano poster, a true masterpiece of advertising art, was created by the renowned graphic designer Leonetto Cappiello. This vibrant vintage drinks advert was commissioned to mark the merger of two prominent Italian vermouth companies: Florio and Cinzano. Cappiello’s design not only promotes the new product but also builds on the success of his earlier work, creating an image that is both fresh and familiar.
In this striking Florio Cinzano design, Cappiello re-imagines his earlier, highly successful red zebra character. This time, the original red zebra is joined by a second, blue-and-white striped zebra. Together, the two animals represent the new combined product line, with the blue-and-white design symbolising the white Florio drink. The presence of both animals powerfully conveys the new brand identity.
The Design and Its Symbolism
The design of this Florio Cinzano poster is a testament to Cappiello’s creative genius. Both zebras are depicted rearing up in dynamic, energetic poses, creating a sense of freedom and excitement. This is a significant evolution from the previous design, which featured a single zebra being ridden. The animals’ bold, contrasting colours of red and blue and white make them stand out dramatically against the deep black background.
Replacing the human figure from the earlier design are two large, distinct bottles, each representing one of the promoted Italian drinks. This strategic placement ensures that the products are the clear focal point of the poster. The bright hues of the animals and the bottles command attention, making the vintage Florio Cinzano poster an instantly recognisable piece of art.
Details of the Florio Cinzano Print
The signature of Leonetto Cappiello is elegantly placed in the top right-hand corner, a mark of authenticity on this classic piece. At the foot of the poster, minimal text provides a clear call to action and brand messaging. It reads, “Florio. Le Meilleur Marsala. Cinzano. Le Meilleur Apéritif,” which translates to “Florio, the best Marsala. Cinzano, the best aperitif.”
This simple yet effective text, combined with the powerful visuals, completes the narrative of the Florio Cinzano vintage drinks advert. The use of a keyword-friendly structure and descriptive language ensures the poster is well-represented for online searches. The vibrant imagery, combined with the historical significance of the brands, makes the Florio Cinzano poster a highly sought-after collectible.
Who is Leonetto Cappiello?
Leonetto Cappiello was born in Livorno in 1875 and died in Cannes in 1942 but he spent most of his life living and working in Paris. In his early twenties, he began visiting Paris and moved to the city permanently in 1896. He immediately began painting and earning a living as a caricaturist selling cartoons to the French journals of the period such as Le Rire, Le Sourire, and L’Assiette au Beurre.
Cappiello’s early poster style is very reminiscent of and influenced by the work of Henri Toulouse-Lautrec. This can be seen in his 1899 Le Frou Frou poster, the 1900 Folies Bergere Spectacle Varie print the 1901 poster design for Corset le Furet and his 1902 Réjane poster for the Theatre de Vaudeville. Lautrec’s influence is also apparent in his 1902 Champagne de Rochegre and 1906 Ofelia Perfumerie posters.
Cappiello is almost single-handedly responsible for what is considered the look of the modern poster. Rejecting the recent and popular art nouveau movement, Cappiello developed his own innovative style, creating a new modernist approach to poster design. His posters were the first to feature bold, unusual, colourful and memorable characters popping out of dark blue, green and black backgrounds.
The characters would often go on to become company logos, which, in itself was a new idea. During his career, he was responsible for creating more than 1,700 posters advertising everything from food, liquor and travel to cars, corsets and theatre productions.
Between 1901 and 1914, he created several hundred posters in a style that revolutionised the art of poster design. Cappiello redesigned the fin-de-siècle pictures into images more relevant to the faster pace of the 20th century. During this period, Cappiello continued as a caricaturist. During World War I, Cappiello worked as an interpreter in Italy.
After the First World War Cappiello returned to producing posters. His first meeting with Devambez in 1918 marked the start of a long discussion: three years later he signed an exclusive contract with the Paris publisher for whom he designed now famous icons: such as Kub, Campari, Parapluie Revel, Pirelli, Chocolat Klaus and Poudre de Luzy, and the famous entertainer Mistinguett at the Casino de Paris.
Unlike Vercasson, Devambez did not have its own print house and had the posters printed at several large printers. The agency concentrated on finding new clients from across Europe, and successfully spread Cappiello’s celebrated works across the continent. He remained with the agency until 1936.
Today, original Cappiello posters are still collected, sold at auction and by dealers around the world. Not bad for somebody with no formal training in art!
How much is an original Leonetto Cappiello Florio e Cinzano poster worth?
Prices for original stone lithographic prints of Leonetto Cappiello’s work vary massively. The prices depend on so many factors, including condition, age, and scarcity. Some such as his 1920 Union Francaise poster and his Le Thermogene poster can still be bought for under or around the $500 price range.
Many of the posters that turn up fall within a $1,000 to $2,000 price bracket, which is really what is considered to be the low end of poster collecting prices. But the good ones, the nice ones such as Cappiello’s famous elephant poster Je Ne Fume que Le Nil poster and his two Contratto posters from 1922 and 1925 sell for between $5,000 and $8,000.
Then, of course, there are the special ones such as the artist’s 1927 preparatory maquette for his well-known Cognac Monnet poster. That sold in 2022 for a cool $52,800. Now for that, I’d need to sit down with a good drink!
The fabulous Florio Cinzano poster vintage advertisement featured on this listing, for the French wine and spirit company is currently (2021) valued at between $3,000-$4,000.
There’s no argument from us, if you can find an original copy and can afford to buy it, you’re on to a winner. There’s nothing like owning an original vintage poster and they often make a great investment. Chances are in just a few years you’ll be able to sell it for more than you paid for it.
Unfortunately, for most of us, an investment, even at the entry-level prices of the collectable poster isn’t even close to being a possibility. This is where our stunning high-quality reproductions come into their own. They cost a fraction of an original and look absolutely fantastic when they’re framed and hung on your living room wall.
Our reproduction Florio Cinzano poster would look so cool in a kitchen or home bar or even a holiday let or Airbnb. Add a touch of vintage chic to your home decor.
