Modernism and tradition

The industrial production of consumer goods arrived in the 19th century, which allowed them to be accessed by all social classes, and modern graphic advertising was created in the late 19th century, which would enhance the brand value of products.

The new forms of reproducibility made it possible to make large runs of advertising posters for the major brands. In major European (Paris, Berlin, Vienna) and American capitals (New York), illustrators opened their talents to the service of companies. One of the greatest poster professionals was Tolouse Lautrec in the bustling Paris of the Belle Epoque.

The late 19th century styles, especially modernism with all its local variants, provided the necessary language for the advertising poster. The modernist decoration seen on the façades of houses, inside cafés, in furniture and contemporary works of art extended to the design of commercial materials. Companies were looking for that touch of modernity and the general public was carried away by their desire to aspire and belong to a rich and exclusive world. For industries, the product was as important as the marketing mechanisms associated with its sale. Antoni Amatller understood this message perfectly for his Amatller Chocolates.

With all these data we can affirm that the businessman Antoni Amatller behaved almost like another creative person of Catalan modernism, knowing how to respect the tradition of family chocolate production by adding the most innovative techniques in his factories and sales methods.