Vintage Poster Archives
IDC Biscuits 1920 | Cappiello Food Poster
IDC Biscuits 1920 | Cappiello Food Poster
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Two children perform circus acrobatics against a bold red background, their hands reaching to catch falling IDC biscuit boxes that tumble through the air around them. The composition depicts pure movement and joy, with the children balanced in a human tower as golden boxes cascade from above.
Leonetto Cappiello designed this advertisement for IDC in 1920, during his revolutionary period when he was transforming French commercial art. The poster's confident French slogan 'Mon Nom • Ma Qualité Fait Mon Renom' sits below the action on a black banner, printed by the prestigious Devambez workshop in Paris. Cappiello's genius lay in turning everyday products into theatrical spectacles.
Known as the father of modern advertising, Cappiello rejected the decorative Belle Époque style for bold, simplified compositions that leaped from city walls. This IDC poster exemplifies his method: striking contrast, playful characters, and a memorable image that fixes the brand in the viewer's mind.
Reproduced as an archival print, the poster brings the warmth and wit of 1920s French advertising to contemporary spaces.
