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CACHOU LAJAUNIE -c.1900 Signed "CAPPIELLO" Leonetto ( 1875-1…
See original version (French)
30
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CACHOU LAJAUNIE -c.1900 Signed "CAPPIELLO" Leonetto ( 1875-1…
See original version (French)
Estimate €500 - €800
Voluntary lot
Description
CACHOU LAJAUNIE -c.1900
Signed "CAPPIELLO" Leonetto ( 1875-1942 born in Livorno - Italy )
Original lithographed canvas advertising poster - First version (Spanish) - 139.5 x 98.5 cm.
Printed by "P. Vercasson & Cie - 43, rue de Lancry à Paris" Spanish version.
Good condition - with good colours. Traces of restoration, mainly concentrated in the upper part, in the black cover, with a small pictorial retouch in the brown background. Margin erasures localized in the upper left margin and in the upper right corner. A few minor stabilised marginal tears, as well as discreet traces of medial folds.
"When you sent me the design for my poster by Cappiello, I simply expressed my satisfaction. I liked it because it was a departure from the ordinary and I accepted it. Today I like it even better because of the originality of the design and the choice of colour. This poster has contributed to the growing success of my Cachou. Many collectors in France and abroad have ordered a copy from me, which proves to me the popularity of the poster with the public and connoisseurs. Mr Lajaunie to Mr Vercasson, 24 June 1903 (cappiello.fr)
Created in 1880 by the pharmacist Leon Lajaunie, Cachou Lajaunie is a black liquorice pastille, presented in its emblematic round yellow tin.
Taken over by the Sirven brothers in 1904, the brand was widely distributed in tobacconists' shops and very early on developed innovative advertising, notably with Leonetto Cappiello's posters.
Having become a symbol of Toulouse, the product spanned the XXᵉ century before ceasing production in 2024.
Haute-Garonne/Occitania
See original version (French)
Auto-translation. Refer to original language for legal validity.
Pictures credits: Contact the Auction House
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