Contratto

A hand-painted replica of Leonetto Cappiello’s masterpiece Contratto, meticulously crafted by professional artists to capture the true essence of the original. Each piece is created with museum-quality canvas and rare mineral pigments, carefully painted by experienced artists with delicate brushstrokes and rich, layered colors to perfectly recreate the texture of the original artwork. Unlike machine-printed reproductions, this hand-painted version brings the painting to life, infused with the artist’s emotions and skill in every stroke. Whether for personal collection or home decoration, it instantly elevates the artistic atmosphere of any space.

Leonetto Cappiello (1875–1942) was an Italian and French poster artist who is often referred to as the father of modern advertising because of his innovative approach to poster design. One of his notable works is the poster "Contratto," which he created in 1922. This piece is a classic example of Cappiello's style, characterized by bold colors, dynamic composition, and a focus on a central figure or object that captures the viewer's attention.

The "Contratto" poster was designed for the Contratto winery, which is one of the oldest producers of sparkling wine in Italy, established in 1867. The winery is located in Canelli, in the Piedmont region, an area renowned for its wine production. Cappiello's poster was part of a broader trend during the early 20th century when companies began to recognize the power of visual advertising to promote their products.

In the "Contratto" poster, Cappiello employs his signature technique of using a striking, singular image against a plain background to create a memorable and impactful advertisement. The poster features a lively and colorful depiction of a woman holding a glass of sparkling wine, with the name "Contratto" prominently displayed. The woman's exuberant pose and the effervescent quality of the wine are effectively captured through Cappiello's use of vibrant colors and dynamic lines, which convey a sense of celebration and joy.

Cappiello's work was revolutionary at the time because it broke away from the more detailed and text-heavy posters of the 19th century. Instead, he focused on creating a strong visual impact with minimal text, allowing the image itself to communicate the message. This approach not only made the advertisement more visually appealing but also more accessible to a broader audience, as it transcended language barriers.

The "Contratto" poster is a testament to Cappiello's ability to blend art with commerce, creating a piece that is both aesthetically pleasing and commercially effective. His work has had a lasting influence on the field of advertising, and many of his techniques are still used by designers today. Cappiello's posters, including "Contratto," are highly collectible and are considered valuable pieces of art, reflecting the cultural and commercial history of the early 20th century.

Leonetto Cappiello's contribution to the art of poster design is significant, as he helped to elevate the medium to a form of art in its own right. His ability to capture the essence of a product through bold imagery and minimal text has left a lasting legacy in the world of advertising. The "Contratto" poster remains an iconic example of his work, showcasing his talent for creating visually striking and memorable images that continue to resonate with audiences nearly a century after they were first created.