ALPHONSE MUCHA (1860-1939) GAUFRETTES LEFÈVRE - UTILE / PRALINÉES. Pre 1900. 11 1/4x8 1/2 inches, 29x22 cm. F. Champenois, Paris. Condition A. Paper. In 1882 when Louis Lefevre-Utile took over his family's biscuit company, he began to turn it into one of France's leading brands through his aggressive and creative use of advertising. This included not only posters, but also marketing and packaging campaigns as well. In addition to posters for the company Alphonse Mucha also designed labels for their tins. On each label, one of the panels is upside down. This is because when they are adhered to tins of biscuits, with the central image placed on top and with the sides folded down, the final product will have each image properly oriented.
