Suchard Vintage Cocoa Poster by Leonetto Cappiello, 1911

Leonetto Cappiello’s 1911 poster Déjeûner par excellence Cacao Suchard turns a simple cocoa advertisement into an exuberant feat of balance. At its centre, a young girl in a brilliant orange dress hoists an improbably large silver Suchard canister above her head. Her small figure and the outsized container form a strong vertical silhouette, isolated against a deep black ground. The contrast is immediate and theatrical: warm fabric, pale skin and reflective metal appear to leap forward from the darkness.

Italian-born and based in Paris, Cappiello helped reshape commercial poster design in the early twentieth century. Rather than crowding his compositions with description, he favoured a single memorable figure, emphatic colour and an instantly legible brand message—qualities suited to streets where advertisements competed for the attention of people passing quickly. Here, Suchard cocoa is presented as the “Déjeûner par excellence”: the breakfast, or light daytime meal, above all others. The claim is communicated as much through the girl’s buoyant action as through the words themselves.

A closer look

The poster’s visual structure is remarkably economical. The girl stands centrally, her raised arms continuing the upward movement of her body into the circular canister. Highlights and shadows give the vessel a metallic sheen and convincing volume, while the bold name “SUCHARD” runs across it with uncompromising clarity. Product, lettering and gesture become a single graphic emblem: the eye reads the brand at the same moment that it registers the playful spectacle.

Cappiello introduces just enough modelling to keep the figure lively without weakening the poster’s broad design. Darker folds animate the orange dress, suggesting its movement around the girl’s body, while her socks receive a quieter degree of texture. These modest naturalistic details sit within large, simplified areas of colour. The surrounding black is not merely empty background; it acts as active negative space, sharpening every contour and preventing the central motif from dissolving into its surroundings.

At the bottom, bright yellow lettering anchors the composition with “DÉJEUNER PAR EXCELLENCE”. Its horizontal weight counterbalances the tall figure above, while the stylised “Cacao Suchard” signature at the lower left adds a more informal flourish. The hierarchy is carefully controlled: first the orange silhouette, then the silver container and brand name, and finally the advertising proposition below. Even at a distance, the essential message remains intact.

Context and significance

Posters had become a conspicuous part of modern urban visual culture by 1911, serving simultaneously as advertisements and as public displays of graphic invention. Cappiello’s approach was especially effective because it replaced elaborate narrative with what might now be called a brand character: a distinctive figure whose pose and colour could lodge in the memory. His designs often derive their force from an almost stage-like encounter between a brightly lit subject and an undifferentiated dark field.

Déjeûner par excellence Cacao Suchard demonstrates how sophisticated that apparent simplicity could be. The scale is humorous, the palette restricted and the typography direct, yet every element reinforces the same proposition. Rather than illustrating cocoa being prepared or consumed, Cappiello makes the package itself the focus of a joyful performance—a concise example of how early modern advertising learned to sell through visual recognition, wit and rhythm.

Choosing the right size and finish

Artwork can feel intimate at smaller sizes and dramatically more architectural at larger ones. Use the room preview, model image and size guide to see how the proportions and scale will work in your space.

If you need an exact size, specialist framing or help planning a larger display, ask our workshop for advice.

The model in the listing images is holding the 18x24in (45x60cm) version of this art print.

Where personalisation is available, you can add a short title or dedication, or one considered visual detail. See examples of personalised artwork.

Choose Original to retain the colour and character of the source artwork, or Aged for a warmer, more antique appearance. See examples of our Aged artwork.

Every piece is produced to archival standards using fade-resistant pigment inks on acid-free matte art paper. Choose an art print, framed art print or framed canvas using the finish options above.

Framed art prints use crystal-clear optical acrylic for excellent clarity, lower weight and safer delivery than glass. Each piece arrives professionally framed and ready to hang.

Selected artworks can be produced at statement sizes up to 3 metres (10ft). Custom sizing and specialist framing are also available. If the exact option you need is not listed, contact our workshop.