Cacao «A. Driessen» 1900

Henri Privat-Livemont’s poster advertises ‘Cacao A. Driessen’ with a clear allegory of maternity: a woman holding a cup out to a baby, another girl looks up to them with admiration. The motif of a nurturing mother resonates across cultures, echoing back to ancient images of goddesses nourishing humanity. Think of the cornucopia, a symbol of abundance, often depicted in classical art, or the long tradition of the Madonna lactans, the nursing Virgin Mary. Here, however, this image is intertwined with commerce. Note the flowers, a subtle yet potent symbol of renewal and beauty, which tie in with the Art Nouveau style, with its flowing lines and organic forms. They have been used to associate the product with nature, health, and a certain aesthetic refinement. The mother's serene expression, the children’s admiration, it all suggests a world of well-being made possible by cacao. It appeals to our collective memory and our desire for comfort and care, using universal symbols to sell a simple product.