Description:

Bernard Villemot
French, (1911-1989)
Study for Orangina Poster
gouache on paper
This brightly colored optimistic study for an Orangina poster was created by Bernard Villemot, an iconic French graphic artist who used bold color, elegant design and simple forms to promote not only Orangina but also the Red Cross, Perrier, Bally Shoe, Air France, Cinzano Blanc, Gauloises, Negrita Le rhum, et al. This particular study served as the basis for advertisements (and a lithograph series of 30) promoting this lightly carbonated refreshing drink that was released in an orange-sized and shaped bottle with a texture (made in glass) that mimicked the pebbly peel of the citrus fruit itself. The beverage was developed by the Spanish chemist Agustin Trigo Miralles in Algeria in the 1930s but made its way into France in the 1950s and 60s when Villemot made many famous posters of it for the company. His work here focuses on a beach scene: we see a cross section of two tanned bathers sitting cross-legged and their swimwear designs that recall an abstract linear spiral of an orange that has been peeled in one piece—as well as the classic original 250ml bottle of Orangina in the right foreground. A sunny and wonderful mid-century advertising design by a French poster master. Around the time of this project, Villemot enjoyed a solo show at the Museum of Decorative Arts in Paris, and he has since become the subject of three books.
Signed, framed.

  • Dimensions: 18 3/4 x 23 inches (visible)
  • Medium: gouache on paper

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February 10, 2024 10:00 AM CST
St. Louis, MO, US

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