Fernet-Branca Amer Tonique poster – Vintage Food & Drink poster – Leopoldo Metlicovitz
The Fernet Branca logo was designed by Leopoldo Metlicovitz in 1893. That same logo, virtually unmodified since its inception over 130 years ago, is still used today. It is Metlicovitz’s logo that forms the focal point of this art-nouveau style poster. The iconic eagle-and-globe logo which appears on each Fernet Branca bottle label.
The internationally recognised logo features a large eagle perched on top of a globe. The eagle is depicted in a majestic and regal pose, with its wings outstretched and a vigilant gaze. The globe represents a global presence and the international reach of the Fernet-Branca brand
The eagle is a powerful and symbolic creature in various cultures and often represents qualities such as strength, freedom, and leadership. In the context of Fernet-Branca, it may also symbolize the brand’s dominance and authority in the herbal liqueur category.
The circular design of the logo is enhanced on the Fernet Branca Amer Tonic poster by a sweeping vine and leaf motif typical of art nouveau design at the time. The poster is complemented by some hand-drawn lettering also in keeping with the art nouveau movement. The text reads Fernet-Branca Specialité de Fratelli Branca – Milano. Amer Tonique. Apéritif. Digestif. Se Méfier des Contrefaçons. The words translate into English as Fernet-Branca Specialty from the Branca brothers. Milan – Bitter Tonic suitable as an Aperitif or Digestive. Beware of Counterfeits.
The late 19th century was a period of significant growth and innovation in advertising and branding. Companies sought distinctive and memorable logos and symbols to establish their identities and set themselves apart in a competitive marketplace. The eagle-and-globe logo served this purpose for Fernet-Branca, becoming a recognizable and enduring symbol of the brand.
Over the years, the eagle-and-globe logo has become an integral part of Fernet-Branca’s brand identity. It is featured on labels, advertisements, and promotional materials, reinforcing the brand’s heritage and legacy.
Metlicovitz’s design for the eagle-and-globe logo has stood the test of time, remaining relevant and iconic for well over a century. It is a testament to the artist’s skill and vision that the logo continues to represent Fernet-Branca in the modern era.
What kind of alcohol is Fernet-Branca?
Fernet is a bitter liqueur, a form of Amaro, initially produced in Italy from the distillate of macerated herbs and spices.
Fernet-Branca, produced in Milan, Italy, is a well-loved amaro brand. This aromatic and bitter spirit is crafted from a base of grape-distilled spirits, enriched with caramel coloring, and infused with over 40 meticulously selected herbs and spices. Among these ingredients are myrrh, chamomile, cardamom, rhubarb, saffron, and aloe, blended to perfection.
These botanicals are thoughtfully infused into a foundation of grape-distilled spirits, and the liqueur obtains its distinctive hue through the addition of caramel coloring.
For the uninitiated, Amaro is Italian for bitter and it is a vast category of Italian herbal digestifs. It’s believed to aid in and stimulate the digestive system and is often imbibed after a big meal
Like Kleenex, Hoover or Jacuzzi, the brand Fernet Branca has become synonymous with the category despite Fernets being produced by a number of other spirits companies. .
What Does Fernet Taste Like?
The history of Fernet-Branca can be traced back to Milan in 1845, although its roots (pun intended) may have existed in some form even earlier. It was developed by Bernardino Branca at Fratelli Branca Distillerie. The drink was originally marketed as an anti-choleric. During the 19th-century outbreak, this herbaceous and medicinal potion was used in hospitals to activate patients’ digestive systems.
Fernet is not a drink for the faint-hearted and seems to be a drink you either love or hate. It’s a liqueur that’s so intensely bitter, it’s a surprise it was a success. The aggressive flavour tastes like bitter black licorice, intensely herbal and spicy, with a subtly sweet finish. When it is first sampled, it is sure to make you screw your face up and suck your cheeks in. Branca even went as far as to give this initiation a name, calling it the Fernet Face.
Other Fernet-Branca posters
The renowned Italian herbal liqueur brand, Fernet-Branca, has a long and storied history of employing advertising posters as a central element of its marketing campaigns. These posters have been instrumental in promoting the brand and establishing a unique identity for Fernet-Branca.
Dating back to the early 20th century, Fernet-Branca’s utilisation of advertising posters marked the beginning of a visual tradition that would endure for decades. During this period, the company enlisted the talents of some of Italy’s finest poster artists, most notably Leonardo Cappiello, Jean d’Y’len, Achille Mauzan, Leopoldo Metlicovitz, Aldo Mazza and Maga. These artists created a striking collection of posters that were not merely advertisements but genuine works of art. Here is a small selection.
Fernet Branca first foray into poster advertising was made by the Italian artist Leopoldo Metlicovitz in 1895. The image included featured an eagle flying over a world globe with a bottle of alcohol in its talons. The image became the company’s logo and is still used today. The 1910 Amer Tonique poster reuses the logo in an art nouveau inspired poster.
One of Fernet Branca’s most iconic designs is adorned with a dancing drunken crocodile proudly holding a bottle of the renowned Aperitivo-Digestivo beverage aloft. It was created by the Maga design agency run by the Italian artist Giuseppe Magagnoli. Looking at the poster we’d swear the reptile is smiling with glee!
Another wonderful poster was created by the lithographer and artist Leonetto Cappiello. The artist, famous for his weird and wonderful characters introduces us to Le Roi des Amers, or the King of Bitters a member of royalty wearing a tunic made up of bottles of the aperitif.
In 1922, the French artist Jean D’Ylen took a turn, producing the wonderful L’Italia Presenta Al Mondo poster. It beautifully depicts the Goddess Tych, the personification of good fortune. The emblematic Fernet Branca Queen as she became known, is depicted dressed in an elegant, long, white gown against a striking royal blue background. The regal imagery certainly gives the product added kudos as the Fernet Branca Queen, is shown ‘presenting’ a bottle of Fernet-Branca to the World, represented by the assortment of flags from nations from all over the world.
These vintage Fernet-Branca posters have transcended their original purpose and have become highly sought-after collectible items. They attract collectors of advertising art and historical memorabilia alike and have been showcased in museums and exhibitions to underscore their cultural significance.
