Grande Brasserie Van Velsen Fres Bornhem 1894

A striking example of early Belle Époque advertising, this 1894 lithograph by Armand Rassenfosse was published as Plate 12 in the prestigious Les Maîtres de l’Affiche series, a landmark collection that celebrated the golden age of poster art under the artistic direction of Jules Chéret.

This design was originally commissioned to promote the Van Velsen Brothers Brewery in Bornhem, Belgium, and reflects Rassenfosse’s refined visual style—delicate, elegant, and quietly powerful. A red-haired woman, rendered with subtle contouring and minimal shading, drinks from a large glass tankard in an elegant, almost ceremonious gesture. The pale tones of her figure and dress stand in soft contrast against a muted ochre background, while the vivid red typography—GRANDE BRASSERIE VAN VELSEN Frères BORNHEM—adds a bold graphic punch to the composition.

Though a subtle and restrained piece compared to more flamboyant works of the period, Rassenfosse’s poster stands out for its understated sophistication and precision of line. As a regular contributor to Les Maîtres de l’Affiche, Rassenfosse brought a quieter, more introspective energy to the poster movement, often eschewing decorative excess in favor of tonal harmony and graceful form.

This print was issued by Imprimerie Chaix in Paris as part of the Les Maîtres de l’Affiche series (plate number 12), and includes the blindstamp in the lower right margin authenticating it as an official edition.

Today, this work endures as both a rare collector's item and a masterclass in turn-of-the-century lithographic art—a charming and refined advertisement from a moment when commercial posters were elevated to high art.

Advertising - Alcohol - Belgium

Poster masters Pl.12

Printed by Chaix

Good condition, slight dirt