Vintage French Advertising Poster Design Martini and Rossi Bitter Cocktail

Title: Vintage French Advertising Poster Design Martini and Rossi Bitter Cocktail
Guy Nicod (French 1923 – 2021)
Gouache on artist paper, unframed
Size: 15.75 x 11.75 inches (height x width)
Provenance: Artists estate, France
Condition: good overall condition with light edge wear, gentle handling creases to the margins and minor age toning to the paper; colours remain fresh and well preserved

Description:
This original gouache on paper is an advertising design by French modernist artist Guy Nicod, produced for Martini & Rossi, the legendary Italian drinks brand renowned for its vermouths and aperitifs. At the heart of the composition is a cocktail glass filled with the distinctive red Martini & Rossi Bitter, complete with ice cubes and an orange peel garnish. The glass is placed on a series of concentric circular forms in ochre, grey, and crimson, creating a striking sense of movement and depth. Above, the Martini & Rossi name appears in bold block capitals against a dramatic red and black banner, while the word “BITTER” is emblazoned across the lower section in perspectival lettering, giving the design a three-dimensional effect.
Nicod’s use of gouache allows for vibrant, opaque colour that enhances the bold geometry of the design, while smaller details — including a bottle of Martini & Rossi and a stylised red flask — reinforce the brand identity. Created during the 1960s–70s, a period when cocktail culture and graphic advertising flourished, this work reflects both the sophistication of European poster art and Nicod’s ability to balance functional design with painterly flair.
For collectors of vintage advertising, mid-century design, or drinks-related art, this piece captures the glamour and conviviality of Martini & Rossi’s international image. Decorative, authentic, and historically significant, it offers an opportunity to own an original work from a French artist whose commercial designs bridged the worlds of fine art and modern brand identity.