?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 2,000 - $ 3,000
SEPO (SEVERO POZZATI, 1895-1983) LUSTUCRU. 1951. 59x38 7/8 inches, 150x99 cm. Pub. Idea (St. Ouen) Coudert et Dino. Condition B+: restored losses at edges; repaired tears and creases in margins and image; restoration along vertical and horizontal folds. Having studied in Bologna, Sepo began his artistic career working for the publisher Maga in his native Italy. He moved to France in 1920 and was hired by Vercasson, Maga's sister company in Paris and Cappiello's printer. Ultimately he moved on to the French office of the Dorland Advertising Agency where he worked with their major clients, while also regularly receiving commissions from Italy. Founded in Grenoble in 1824, Lustucru became one of the leading pasta manufacturers thanks to innovative production methods and a highly successful advertising strategy. They created a strong brand logotype of blue checkered packaging and created a mascot that helped to define a visual identify for the company. Until the early 1920s the company's mascot was a 17th century fictional character named Père Lustucru. In the 1920s, when the company began including even more eggs in their pasta, the mascot took on an egg-like appearance. Sepo's jovial egg-shaped chef, dressed ub tge distinctive blue check carries a plate of steaming pasta. Sepo's charming image uses humor to help define the brand, making it more memorable in the eyes of the public.
