Vinay 1930

Curator: This is a striking poster by Cassandre, created in 1930 to advertise Vinay chocolate. Editor: The first thing that hits me is how modern it feels, almost cheeky. The simplified shapes and those dramatic diagonals—it’s an unapologetic jolt. The stark contrast creates a very visceral pull to what? Indulge, I guess! Curator: Cassandre was a master of Art Deco and used bold typography and graphic forms to captivate his audience. This particular piece speaks volumes about the industrial advancements in commercial printing and the burgeoning advertising industry that took shape in the interwar years. Editor: I’m hypnotized by that cow. It is howling in white cut against this gradient green backdrop, and seems about to devoured that square block of…what is that, exactly? You can just about read the brand VINAY embossed on each square. The shadow implies depth which makes it jump off the label. It is sort of both elegant and ridiculous. Curator: It’s about creating immediate impact, associating the freshness of milk with a tempting, desirable chocolate product. Editor: Do you think he actually *liked* the chocolate? Curator: Whether he personally liked Vinay chocolate or not is beside the point! As an artist, Cassandre was serving the interests of commercial enterprise, which makes him interesting as a historical mirror of changing times. I would say this shows more than how good a chocolate tastes, I would suggest it reveals the changing tastes of consumers in an emergent industrial economy. Editor: Fair enough, I guess! Still, makes me crave something sweet now… doesn't quite manage to get inside and manipulate your need centers like a true consumer product poster should though. What were we saying before? Ah, that chocolate brands in those days didn't quite master all the manipulative strategies for mass persuasion in consumer products. Maybe there's a metaphor there for society. Curator: Indeed, there's always much more than just what you see on the surface! Editor: It makes me smile. Always a bonus.