Description
This is an original c.1950 lithograph advertising poster for Prunelle du Velay liqueur, created by French artist Paul Igert. The poster features a striking composition of an elegantly dressed woman in a deep blue dress and a vibrant red jacket against a gradient from rose to crimson. She playfully holds a twig between her teeth while presenting a golden bottle of Prunelle du Velay on a tray—a charming visual metaphor for the botanical nature of the liqueur. The bottom of the poster reads “The Delicious Liquor” in French, celebrating this beloved French herbal digestif.
Prunelle du Velay is a traditional French herbal liqueur produced by Établissements Bonnet in Le Puy-en-Velay, a commune in the Haute-Loire department of south-central France near the Loire River. This particular poster exemplifies the mid-century French advertising aesthetic, in which distilleries commissioned talented artists to create memorable brand imagery that would capture consumers’ imagination across Europe.
Paul Igert (b. 1899) was a celebrated 20th-century French poster artist and illustrator renowned for his vibrant color work and sophisticated figure compositions. His poster work graced leading French commercial campaigns and remains highly sought after by collectors of vintage advertising art. Igert’s ability to infuse humor, elegance, and commercial appeal into a single composition made his posters instantly recognizable and enduringly popular.
Condition: Grade A-. Original linen-backed lithograph in excellent condition. Conservation mounted to preserve and protect the poster. The poster retains strong color saturation and vibrancy throughout, with authentic patina consistent with a carefully preserved mid-century piece.
Provenance: This original lithograph is guaranteed authentic. We are IVPDA certified vintage poster dealers with over 30 years of experience. Each piece comes with a Certificate of Authenticity and our unconditional satisfaction guarantee.
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