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Description:
"Etienne Maurice Firmin Bouisset (September 2, 1859 - 1925) was a French painter, poster artist and printmaker. He was born to a working class family in the town of Moissac in the Tarn-et-Garonne département in southwestern France. As an artist, Firmin Bouisset specialized in painting children subjects and did a number of illustrated books such as La Petite Ménagère (The Little Housekeeper) in 1890. At a time when posters were a popular form of advertising, Bouisset created posters with enduring images for a number of different French food companies such as Maggi and Lefevre-Utile Biscuit Co. For the latter company, he used their LU initials as an ad logo as part of an 1897 poster image for a line of butter cookies featuring "The Little Schoolboy" (French: Petit Ecolier) of which a variation is still being used by the company today." ) "The Lefèvre-Utile Biscuit Co. was a baker and cookie maker founded in Nantes, France in 1846 by Jean-Romain Lefèvre. Today it is known as LU and is a part of Kraft Foods. The name LU comes from Lefèvre and his business partner and wife, Pauline Utile. Their initials were first utilized by Alfons Mucha for an 1897 calendar ad for the Lefèvre-Utile Biscuit Co. That same year the company hired Firmin Bouisset to create a poster ad. Bouisset, already famous for his work for the Menier Chocolate company, created Petit Écolier ("the Little Schoolboy") which incorporated the LU initials. Bouisset's poster was used extensively and the image was embossed on the company's Petit Beurre line of biscuits. Within a few years, the success of the logo resulted in the company becoming known as LU. The founders' son, Louis Lefèvre-Utile took over the company and eventually it was acquired by Generale Biscuit S.A. which in turn was sold to Groupe Danone in 1986. Although an international brand today, LU products are primarily distributed in Western Europe and as of 2005 represented nearly half of the sales for Danone's biscuits and cereal division. In November 2007, LU was sold to Kraft Foods."(wikipedia) There is no question that this poster is a classic, iconic image which is as well known amongst the general public as any poster by Cappiello, Mucha or Cheret. This particular poster is enormous and in very good condition. It measures roughly 44.5 x 68 inches and is mounted on linen. Condition A (there is a small printers smudge - see photo - roughly above the U ... I mention it for purposes of accuracy and diligence, not because it affects the image at all), and signed d'apres Firmin Bouisset it was most likely printed in the last few years of the 1800's or the very early part of the 1900's. Additional photos and information are available upon request. Shipping worldwide is also available - pricing listed below is for surface mail - expedited shipping is available at an additional cost and will be calculated at the time of purchase. All of our items are vintage, non-reproduction pieces. We thank you for your interest and invite you to check out our other items for sale on this site.
| Status: No Longer Available |
Reference#: db140 |
| Condition:
A |
Year:
1900's
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| Country:
France |
Maker:
Daude Freres Paris |
| Height:
68 in. (172.72 cm) |
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Width: 44.5 in. (113.03 cm)
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| Title:
Biscuits LU - Vintage French Advertising Poster - d'apres Firmin Bouisset |
Style:
Art Deco |
| Materials:
paper, linen |
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