GIUSEPPE RICCOBALDI (1887-1976) MARTINI / VERMOUTH. Circa 1935. 49 3/4x35 inches, 126 1/2x89 cm. Sonor, Geneva. Condition A- / B+: repaired tears, creases and restoration in margins and image; unobtrusive horizontal fold in lower image. Martini, a company whose name has been synonymous with quality liquor since its inception in 1863, was a collaborative effort between a salesman, an accountant and an herbalist that became one of the first international brands of the modern era. Reaching 70 countries by 1903, the company looked to poster advertising for striking graphics with universal appeal. The advertisements for Vermouth needed little embellishment or information, as it was widely known as the company's top product. Riccobaldi, a native of Tuscany who studied drawing, painting and set design, kept this in mind when infusing his design for the liquor with Art Deco minimalism. The stark colors and bold lettering forcefully focus the eye on the universally relatable black and white geometric figure at center. With a glass in his hand and one thing on his mind, Riccobaldi's subject easily conveys the simplicity of the buyer's choice in Vermouth. While he went on to much success designing movie and travel posters later in his career, Riccobaldi's product advertisements remain his most creative and sought-after work.
