Chocolat Klaus, 1903 by Cappiello. An Amazon, in a green dress and hat, prances on a red horse. "For the good reputation of the product or object the poster represents, I believe the sudden impression it produces should never be buffoonish, satirical, or humorous, but it can be amusing or witty. I tried to define with a single word the feeling I subjected all my compositions to: I don’t know if it captures it well, but I call it 'mathematical comedy'... The poster for Klaus chocolate—a woman in a long green tunic on a red horse standing out against a black background—was the first of its kind for me. It became an obsession, but I believe it achieved its purpose, since the results obtained by the company were conclusive and many people asked for the 'red horse' chocolate. It also marks the second stage of my evolution. It is thanks to this poster that I was able to get my long-held idea accepted: to design posters based on their true subject. But while merchants or industrialists often shy away from new ideas, they cannot resist financial results. Faced with this blunt fact—success—I was allowed to have my formula adopted, and some of those most resistant at first now even insist on preserving it." Cappiello, 1907, L’Affiche Moderne"I must first tell you that Mr. Cappiello’s opinions completely won me over. He is absolutely right when he says that a poster must be a splash that forcefully grabs the passerby’s attention from afar. Moreover, advertising chocolate with a horse, and especially a red horse, is simply brilliant. However, I would have preferred it to be reserved for Poulain chocolate. As for the green woman on the horse, she is inevitable: the horse is red... with anger; therefore, the woman is green... with fear. It’s as clear as day, and moreover necessary, green being the complementary color of red." La Sorte, May 25, 1907

Chocolat Klaus

ID(s):
1903007M0
Subject
Klaus has been a chocolate confectioner since 1856 in Locle, Switzerland. In 1903, he built a second factory in Morteau, France.

The Cappiello poster adorned the chocolate bars until around the year 2000.


Description:
A female rider, in a green dress and hat, prances on a red horse.

Source:
© RMN-Grand Palais (Musée d'Orsay) / Jean-Gilles Berizzi - Inventory number: RF37344
Date:
1903
Language: French
Dimensions of the drawing (cm):
146 x 96
Signature:
Bottom right
Materials:
Pastel and Indian ink
Support:
Paper
Content type

Period

Categories: Tags: , , ,
Share
Tweet
Email

Genesis of the poster

Works on the same subject