Birra Wuhrer Brescia – Leonetto Cappiello (1923)
In 1923, Leonetto Cappiello turned his extraordinary graphic gifts to the advertising of Birra Wuhrer — the brewery established in Brescia in 1829 that had grown by the early twentieth century into one of northern Italy's most celebrated beer producers. The result is a poster of characteristic Cappiello brilliance: a single vivid image, instantly readable, charged with energy and wit, and impossible to forget.
Leonetto Cappiello — The Father of Modern Advertising
Leonetto Cappiello (1875–1942) was born in Livorno and trained as a caricaturist before relocating to Paris, where he transformed the art of the advertising poster. Where his predecessors cluttered their designs with text and complexity, Cappiello stripped everything back to a single unforgettable image isolated against a flat, saturated background — a revolution in commercial art whose influence is still felt today. His posters for Campari, Bouillon Kub, Chocolat Klau...
