Bière du fort carré - A poster of a man in a yellow coat holding a glass of beer

Leonetto Cappiello (1875-1942) was an Italian poster artist and graphic designer who is considered one of the most important figures in the history of advertising. He is known for his bold, colourful and humorous posters that revolutionised the advertising industry in the early 20th century. Born in Livorno, Italy, Cappiello studied art in Florence and Milan. He began his career as a caricaturist and illustrator for various magazines and newspapers in Italy. In 1898 he moved to Paris, where he worked as a freelance artist for various advertising agencies. Cappiello's breakthrough came in 1900 when he designed a poster for the French chocolate company Chocolat Klaus. The poster featured a clown holding a cup of hot chocolate and was an instant success. Cappiello went on to create hundreds of posters for a wide range of products, including cigarettes, spirits, bicycles and soap. Cappiello's style was characterised by bold colours, simplified forms and humorous or fantastical imagery. He often used exaggerated or surrealistic elements to grab the viewer's attention and create a memorable image. His posters were highly effective in promoting products and building brand recognition. Cappiello's influence on the advertising industry was profound, and his legacy continues to inspire graphic designers today. He died in 1942 in Cannes, France.