In the early 1930s, Devambez became a leading light in the emerging field of product advertising, working exclusively with four of the most important poster designers in Paris at the time. Cappiello produced some of the most famous advertising images of the period, Roger de Valerio came up with a dashing image for Maurice Chevalier cherry brandy, and Don designed images that confirmed Deauville and Cannes as glittering destinations and essential responses to the elegant Parisian’s “obsession with villégiature“.
Thanks to Devambez’s expertise, these artists always adapted their work to the image of the brand: Jean Carlu designed a classically elegant poster for the Waterman fountain pen (circa 1925), while a boldly contemporary approach was adopted in Joseph Hémard’s fluorescent yellow advertisement for La Comète (a “delicious aniseed liqueur” and a “thirst extinguisher”), and in Charles Loupot’s posters for Voisin motor cars, influenced by Art Deco and the avant-garde.
Advertisements commissioned from major illustrators for the Devambez agency itself at 114, avenue des Champs-Élysées, with their bold diagonals inspired by geometrical Constructivist motifs and their “radical” use of black and white, represented the high point of a quest for modernity that characterised the entire history of the publishing house, right from its early successes in typography, heraldic design and engraving at World’s Fairs in the first half of the twentieth century.
Leonetto Cappiello, Boucher, Don, de Valerio ne dessinent que pour Devambez, posters, Paris, Devambez, circa 1930
Selection of posters printed by Devambez, 1920-1930