30 of Herbert Leupin’s Most Impressive Advertising Posters from the 1940s

Herbert Leupin (1916–1999) was a Swiss graphic designer renowned for his innovative and humorous approach to poster art. Born in Beinwil am See, Switzerland, he studied at the Kunstgewerbeschule in Basel from 1932 to 1935 and furthered his education at the École Paul Colin in Paris in 1936. In 1938, he established his own studio in Basel, quickly gaining recognition for his distinctive style.

Leupin was a leading exponent of the “Sachplakat” or “Object Poster” style, which emphasizes realistic depictions of products with minimal background detail. His work often featured anthropomorphized animals and playful visual puns, bringing a sense of humor and charm to commercial advertising.

Throughout his career, Leupin created over 500 posters, earning numerous accolades, including 89 awards from the Swiss Poster of the Year competitions. His work was featured in prestigious exhibitions worldwide, including the documenta III in Kassel in 1964 and the Ginza Graphic Gallery in Tokyo in 1998. In his later years, he also illustrated children's books and pursued painting.

Enjoy this striking selection of 1940s advertising posters by Herbert Leupin.

Chumm mit i d' Winterferie!, 1940

Schweizer Mustermesse, Basel, 1940

Hamol Ultra 2000, Crème Solaire, 1941

Mineralquelle Eptinger, 1941

Telephonieren, 1941

Bi-Oro Sonnenschutz, 1942

Binaca Candore dei Denti, 1942

Ad for Bata (footwear), 1943

PKZ, 1943

Savon Steinfels, Steinfels Seife, Rendement supérieur, 1943

Tissot Wasserdicht, 1943

Turmac Bleu, 1943

Moutarde Helvétia, 1944

Moutarde Helvétia, 1944

Crème-Sport Tokalon, 1945

Eptinger (mineral water), 1945

Eptinger (mineral water), 1945

Jedem sein Ostergeschenk vom Globus, 1945

Binaca toothpaste, ...Abends und Morgen, 1946

Suisse, Davos Parsenn, Switzerland, 1946

Adelboden, circa 1947

Hermes Typewriters, 1947

Maya (soap), Frederic Steinfels, Zürich, 1948

Pontresina, Switzerland, 1949

Ruff meats, 1949

C'est Floris qui lave le plus blanc, circa 1940s

Eptinger Sparkling Water, circa 1940s

Eptinger Sparkling Water, circa 1940s

Salem Nº 6 Cigarettes, circa 1940s

Vins Vaudois, Vins Dorés, circa 1940s