JOSEF MULLER BROCKMANN (1914-1996) VOLG TRAUBENSAFT. Circa 1952. 50x351/4 inches. A.Trub & Co. Condition B+: repaired tears and creases in margins; vertical and horizontal folds; tape on verso. Paper. From the 1950's through the 1970's, Müller Brockmann (originally trained as a photographer) was an advocate of the international typographic style and the new graphic based on constructionist principles (see Modernist #1, lots 68-69). In the early 1950's he worked with objective photography, his most famous campaign of the period being the one he did for the Swiss Automobile Club. This poster, from the same period, is one in a series for a brand of grape juice. The entire series is based on a creative design theme in which a simple photograph is placed against a vertical yellow and red background (the colors of the brand), with the product's name in the top left corner. Text at the bottom expresses one of the juice's virtues, "Health", exemplified here, by the photograph of a boy enjoying a bottle while doing his homework. An eye-catching and efficient advertising job. Le Coultre, p. 348 (var).
