Postcard Oddity: Paris Poster Company Liqueur Advertisement Cappiello DesignPostcard Oddity: Paris Poster Company Liqueur Advertisement Cappiello DesignPostcard Oddity: Paris Poster Company Liqueur Advertisement Cappiello Design

This postcard is quite the mystery. Verso shows the publisher as Affiches Gaillard of Paris, which was a famous publishing company from 1934 to 1962 specializing in movies posters. I'm perplexed by the F.M. in the corner because that usually means a card is for French Military. Now, the front of the postcard has taped to it a print advertising "Nuyins's Menthe." Nuyins's Menthe is a myth! Nuyens's Menthe, however, was a liqueur produced in Bordeaux made quite famous by a 1903 advertisement designed by Leonetto Cappiello in 1903. The design on this postcard looks like it could have been a rough sketch, a stage in the metamorphosis of Cappiello's finished poster. I've included a photo of Cappiello's original poster design found on the Internet for comparison. I peeked underneath the taped-on print to see if there was any writing/printing verso at all. It looks blank. The postcard is about 3.5 by 5.5 inches.

Here is a Wiki excerpt about Cappiello: "Cappiello’s career as a poster artist began in earnest in 1900 when he began a contract with the printer Pierre Vercasson. ... Vercasson would find the clients and brief Cappiello on the product. It was then up to Cappiello to produce a sketch for the client for which he would receive the fee of 500 francs, a good amount at the time. Once the design had been approved by the client a full size design would be produced for the poster at a size of 1x1.4m, an old French paper standard known as the Double Grand Aigle. Cappiello would also be responsible for ensuring the successful transfer of the design onto lithographic stone ready for printing."

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Item ID: 9211

Postcard Oddity: Paris Poster Company Liqueur Advertisement Cappiello Design

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