{"product_id":"cappiello-idc-biscuits-1920-food-poster","title":"Cappiello IDC Biscuits 1920 | Vintage Food Poster","description":"\u003cp\u003eTwo children reach for a cascade of IDC biscuit boxes tumbling across a flat crimson ground. The girl at the base of the composition clutches a box to her chest; the boy above her stretches skyward with the confidence of an acrobat. Against the unbroken saturated red the figures read with the economy of a cut-out, while the scattered packaging ensures the brand name repeats across the whole field without crowding the eye. A broad black band at the foot carries 'IDC' in bold white block letters and the gold tagline 'Mon Nom · Ma Qualité Fait Mon Renom'.\u003c\/p\u003e\n\u003cp\u003eDesigned by Leonetto Cappiello and printed by Devambez, Paris, around 1920. Cappiello, born in Livorno in 1875 and settled in Paris from the late 1890s, had by this date left his earlier association with Vercasson and was working with Devambez, a printer in which he held a partial stake. The freedom that arrangement afforded shows in the assurance of this design: isolated figures on a saturated ground, no decorative fill, every element working toward a single impression. Cappiello applied this method to hundreds of French brand commissions between the wars, and his output established the visual grammar that Cassandre and Jean Carlu would later develop into High Art Deco.\u003c\/p\u003e\n\u003cp\u003eThis vintage food poster is reproduced as an archival print on 200gsm Enhanced Matte Fine Art Paper using pigment-based inks, preserving the warm tones and bold contrasts of the original Devambez lithograph.\u003c\/p\u003e\n\u003cp\u003eA natural choice for kitchen or dining room walls, and a considered starting point for anyone assembling a collection of early French commercial graphic design.\u003c\/p\u003e","brand":"Vintage Poster Archives","offers":[{"title":"A4","offer_id":64237391446393,"sku":"VPA-13449-A4","price":19.99,"currency_code":"GBP","in_stock":true},{"title":"A3","offer_id":64237391479161,"sku":"VPA-13449-A3","price":29.99,"currency_code":"GBP","in_stock":true},{"title":"A2","offer_id":64237391511929,"sku":"VPA-13449-A2","price":34.99,"currency_code":"GBP","in_stock":true},{"title":"50x70cm","offer_id":64237391544697,"sku":"VPA-13449-50x70cm","price":39.99,"currency_code":"GBP","in_stock":true},{"title":"A1","offer_id":64237391577465,"sku":"VPA-13449-A1","price":44.99,"currency_code":"GBP","in_stock":true},{"title":"70x100cm","offer_id":64237391610233,"sku":"VPA-13449-70x100cm","price":59.99,"currency_code":"GBP","in_stock":true},{"title":"A0","offer_id":64237391643001,"sku":"VPA-13449-A0","price":69.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0994\/1139\/4937\/files\/Food-IDC-Biscuits-ChildrenBoxes-1920s.jpg?v=1786629811","url":"https:\/\/vintageposterarchives.com\/products\/cappiello-idc-biscuits-1920-food-poster","provider":"Vintage Poster Archives","version":"1.0","type":"link"}