Exigez un Peureux 1925

In this vibrant and spirited 1925 original advertising poster, French illustrator Henry Lemonnier captures the essence of brand identity through bold design, striking color, and a memorable character. Commissioned to promote Un Peureux, a liqueur from the distinguished Peureux Fils distillery, the poster shouts its message loud and clear: “Exigez un Peureux” — Demand a Peureux.

The composition is instantly arresting. Against a searing red backdrop, a lively figure bursts into view — part soldier, part reveler — clad in a flamboyant green uniform adorned with the unmistakable Swiss cross. His expression is one of giddy delight, as if he's just taken a sip of the very product he's urging us to demand. In the foreground, he clutches an oversized bottle of Un Peureux, making the liqueur the true hero of the scene.

Lemonnier’s illustration style is quintessentially interwar French advertising art, blending theatricality, caricature, and a hint of Art Deco geometry. The exaggerated proportions of the hand and bottle, the simplified color palette, and the high-contrast lettering all contribute to a sense of urgency and brand power. The Swiss insignia and script on the bottle label affirm authenticity and heritage — no doubt referencing the distillery’s esteemed origin in Fougerolles, a region in eastern France famed for its cherry-based spirits and eaux-de-vie.

The Peureux Fils company was known for its mastery in distillation, particularly its cherry liqueurs and kirsch. This poster likely promoted one of its signature products — a high-quality, fruit-forward spirit made using traditional techniques, at a time when French and European consumers were becoming increasingly brand-conscious and demanding guaranteed provenance and purity.

Henry Lemonnier (1870–1943), a lesser-known but skilled French posterist, was active during the golden age of lithographic advertising. His works often featured exaggerated figures, expressive gestures, and bold typography — ideal for grabbing attention in the urban visual landscape of cafés, kiosks, and street corners. Though he produced fewer posters than contemporaries like Cappiello or Mucha, Lemonnier’s style stands out for its comic energy and commercial punch.

With its vibrant palette, commanding slogan, and expressive personality, Exigez un Peureux is more than just a vintage advertisement — it’s a snapshot of a moment in marketing history when brands became characters, products became performances, and posters were a city’s loudest shout.

Advertising - Alcohol - France

2-panel poster - Peureux Fils

Printed by Lutetia in Paris

Good condition, small tears, light soiling, creases