Contratto Canelli Vermouth 1925 Leonetto Cappiello Vintage Poster

There is an intoxicating lightness to the way Leonetto Cappiello captured the spirit of Italian celebration in 1925. A woman with vibrant auburn hair and a flowing white gown reclines against the serrated edges of a massive emerald-green leaf, her form suspended against a deep navy blue void. This print serves as a masterclass in early 20th-century commercial design, utilizing bold primary colors and whimsical proportions to draw the eye toward the twin bottles of Vermouth Victor and Bianco.

Cappiello, often called the father of modern advertising, excelled at creating singular, unforgettable characters that embodied the product’s essence. This piece evokes the joyful decadence of the mid-1920s, a period when aperitif culture flourished in the cafes of Canelli. The expression of pure bliss on the subject’s face, combined with the impossible scale of the foliage, creates a dreamlike quality that transcends simple promotion, turning a commercial commission into a piece of enduring graphic history.

Collectors working with art deco advertising posters tend to reach for pieces like this, often alongside retro bar wall art.