By Guy Nicod
Located in Cirencester, Gloucestershire
Title: Martini and Rossi Bitter Vintage Cocktail Advertising French Modernist Gouache
Guy Nicod (French 1923 - 2021)
Gouache on artist paper, unframed
Size: 15.75 x 11.75 inches (height x width)
Provenance: Artists estate, France
Condition: good overall condition with light edge wear, gentle handling creases to the margins and minor age toning to the paper; colours remain fresh and well preserved
Description:
This original gouache advertising design by French modernist artist Guy Nicod was created for Martini & Rossi to promote their iconic “Bitter” aperitif. Executed in bold colours and simple yet powerful forms, the composition is both decorative and functional, epitomising the energy of mid-20th-century European commercial art.
At the centre of the design stands a tall red bottle of Bitter, its dramatic silhouette set against a glowing red-orange sun and framed by areas of deep black and crisp white. A vibrant cocktail glass filled with Martini Bitter sits prominently in the foreground, complete with a twist of orange peel garnish, while a whole orange beside it reinforces the flavour profile of the drink. Two stylised clouds drift into the scene, softening the graphic edges and adding an atmospheric touch. The strong lettering at the top and bottom — “BITTER” and “MARTINI & ROSSI” — is rendered in bold white capitals, giving the design an immediate visual punch.
Nicod’s technique with gouache produces opaque, saturated colour fields that make the imagery pop, while the geometric framing and limited palette reflect the aesthetics of 1960s and 70s poster...
Category
Mid-20th Century Modern Art by Medium: Gouache
