Publisher

GFS Didot

THE
BIRTH OF
ESPRESSO
FROM CAPPIELLO'S POSTER TO
GAGGIA'S INNOVATION

E.MONTERIE
 INTRODUCTION 3

CHAPTER ONE 6
table of contents
CHAPTER TWO 11

CHAPTER THREE 15

CHAPTER FOUR 20

CHAPTER FIVE 25

CONCLUSION 29

BONUS PAGE 31

BIBLIOGRAPHY 38

AUTHOR PAGE 39

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The Birth of Espresso : 1
 Espresso is not just a
drink, it's a cultural
experience.

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 INTRODUCTION

The aroma of freshly brewed coffee fills the air,

and the sound of the espresso machine hissing and
gurgling is a comforting background noise.
Espresso has become a staple in many cultures
around the world, but do we really know where it
comes from? The origins of this beloved drink are
shrouded in mystery and intrigue, making it a
fascinating topic to explore.

One work of art in particular can help us

understand the origins of espresso: a poster
created by Leonetto Cappiello for Victoria
Arduino in 1922. Cappiello was a prominent artist
in the early 20th century, known for his iconic
advertising posters for brands like Campari and
Cinzano. But his work for Victoria Arduino
captures something special about the early days
of espresso.

n Cappiello's poster, a sleek, modern machine

brews small cups of coffee, accompanied by the
tagline "Victoria Arduino: The Espresso of Coffee."
This visual metaphor of speed and efficiency
perfectly captures the essence of early espresso.
But where did this concept come from?

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The Birth of Espresso : 3
IThe origins of espresso can be traced back to 1884,
when Angelo Moriondo of Turin patented a device that
used steam pressure to brew coffee faster. This
innovation was further refined by Luigi Bezzera in 1903
and Desiderio Pavoni in 1905. In 1906, Bezzera and
Pavoni showcased their inventions at the Milan Fair,
introducing what they called "cafe espresso." This
marked the beginning of the espresso machine
industry.

Cappiello's poster captures the innovation and

excitement of this new way of brewing coffee. The
machine in the poster, while not quite an espresso
machine as we know it today, still represents a
significant step forward in the world of coffee. And the
tagline, "The Espresso of Coffee," hints at the potential
that Bezzera and Pavoni saw in their invention.

As we delve deeper into the history of espresso, we can

see how Cappiello's poster fits into the larger picture.
It is a snapshot of a moment in time when coffee was
on the cusp of a revolution, and the future was full of
promise. The story of espresso is one of innovation,
ingenuity, and the relentless pursuit of perfection. And it
all starts with one small poster by a master of
advertising: Leonetto Cappiello.

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The Birth of Espresso : 4
 Behind every great
cup of espresso
that's a respect for
the process and the
craft.

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 CHAPTER ONE
Background on Leonetto Cappiello

Leonetto Cappiello was a renowned Italian-born

artist who worked in Paris from the early 1900s
until the end of the 1930s.

He is considered the father of

modern poster advertising,
and his contributions to the
field continue to inspire artists
and advertisers to this day. In
this chapter, we will explore
Cappiello's life and work,
including his notable
collaborations with brands
Leonetto Cappiello
1875-1942 such as Cinzano and Campari.

Cappiello was born in Livorno, Italy, in 1875. He

moved to Florence at a young age to study art
and eventually became a portrait painter.
However, his career took a turn when he was hired
by the French publishing house, Devambez, to
design a poster for their bookstore in Paris. This
job sparked Cappiello's interest in poster
advertising, and he quickly established himself as
one of the leading artists in the field.

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The Birth of Espresso : 6
Cappiello's posters were characterized by bold
colors, striking imagery, and a sense of humor. He
was not afraid to take risks, and his willingness to
experiment with new styles and techniques
helped him stand out in a crowded marketplace.
His posters often featured anthropomorphized
objects or animals, such as the famous poster for
Campari, which depicted a clown holding a glass
of the bitter liqueur.

Cappiello notable work

One of Cappiello's most notable collaborations was

with the Italian vermouth brand, Cinzano. He created a
series of posters for the company that featured a
distinctive red and white color scheme and an eye-
catching, larger-than-life bottle of vermouth. The
posters were a huge success and helped establish
Cinzano as a leading brand in the crowded vermouth
market.

Cinzanno Poster By : Leonetto Cappiello

The Birth of Espresso : 7

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Cappiello also worked extensively with the Italian
spirits brand, Campari. His posters for the
company were playful and eye-catching,
featuring characters such as the aforementioned
clown, as well as a devil and a jester. The posters
helped to establish Campari as a brand with a
sense of humor and a rebellious spirit, which
resonated with consumers.

Leonetto Cappiello Leonetto Cappiello

1950 1921

In addition to his work with Cinzano and Campari,

Cappiello collaborated with a wide range of
other brands, including Bally shoes, Chocolat
Klaus, and the French liqueur brand, Dubonnet. He
also created posters for theatrical productions,
exhibitions, and even the Paris Metro.

The Birth of Espresso : 8

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Cappiello's influence on poster advertising cannot
be overstated. He pioneered a new style that was
characterized by bold, graphic design and a
sense of humor. His posters were a departure from
the more ornate, traditional styles that had been
popular in the past, and they helped to usher in a
new era of modern advertising.

Cappiello's legacy continues to inspire artists and

advertisers today, and his contributions to the
field of poster advertising will be remembered for
generations to come.

The Birth of Espresso : 9

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 Making espresso is
not just a skill, it's a
passion and a way of
life.

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 CHAPTER TWO
Cappiello's work for Victoria Arduino

n the early 1920s, Leonetto Cappiello was

commissioned by Victoria Arduino, an Italian
coffee machine manufacturer, to create a poster
advertising their products. This poster, which is
now considered an iconic piece of advertising
history, provides a unique insight into the early
days of espresso and the role that speed played
in its creation.

Cappiello was no stranger to creating memorable

advertising campaigns for well-known brands. He
was widely regarded as the father of modern
poster advertising and was known for his ability to
capture the essence of a product or brand in a
single image. His work with brands such as
Cinzano, Campari, and Pirelli had made him a
household name in the world of advertising.

When Victoria Arduino approached him to create

a poster for their coffee machines, Cappiello was
intrigued. The company was well-known in Italy for
their high-quality machines, but they were looking
to expand their reach and capture a wider
audience. Cappiello's brief was simple: create an
image that would help to promote the company's
products and highlight their unique selling points.

The Birth of Espresso : 11

Publisher
What Cappiello came up with was a poster that
depicted a train racing through the countryside,
with a small cup of coffee perched on the front of
the locomotive. The tagline read "Victoria Arduino
- The Espresso with Steam." The poster was an
instant success and helped to cement Victoria
Arduino's reputation as a leader in the coffee
machine industry.

But what is particularly interesting about this

poster is the way that it captures the concept of
speed that was so essential to the early days of
espresso. In the early 20th century, coffee was
brewed using a variety of methods, many of which
were slow and time-consuming. But with the
advent of new technology, such as steam-
powered espresso machines, it became possible
to brew coffee much more quickly.

The poster by Cappiello highlights this concept of

speed by featuring a train racing through the
countryside. The train was a symbol of modernity
and progress, and it was an image that would
have resonated with many people at the time. By
associating Victoria Arduino's espresso machines
with the concept of speed, Cappiello was able to
tap into a key selling point for the product.

The Birth of Espresso : 12

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In addition to the concept of speed, the poster
also highlights the unique qualities of espresso as
a drink. The small cup of coffee on the front of the
train is a clear nod to the fact that espresso is
meant to be enjoyed in small quantities. This was a
departure from other types of coffee that were
often served in larger cups or mugs.

Overall, Cappiello's poster for Victoria Arduino is

a fascinating glimpse into the early days of
espresso and the role that advertising played in
promoting the product. By using powerful imagery
and a clear message, Cappiello was able to
capture the attention of consumers and help to
establish espresso as a unique and desirable
drink.

The Birth of Espresso : 13

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 The origins of
espresso are rooted
in innovation and
the pursuit of speed.

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 CHAPTER THREE
The Origins of Espresso

Espresso is a beloved
beverage that has
become a staple of
modern coffee culture.
However, the history of
espresso is rich and
fascinating, dating back
to the 19th century. It all
started with the original
patent for espresso,

which was filed by Angelo Moriondo of Turin, Italy,

in 1884. Moriondo was a visionary who saw the
potential for using steam pressure to press water
through coffee grounds to brew coffee faster.

An illustration of Moriondo’s espresso machine,

dating back to 1884.

The Birth of Espresso : 15

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Moriondo's invention was a groundbreaking
innovation that would change the world of coffee
forever. However, it would take the refinements of
two other inventors, Luigi Bezzera and Desiderio
Pavoni, to turn the original patent into the
espresso machine we know today.

Bezzera was the first

to improve upon
Moriondo's design,
creating a machine
that used pressure to
force water through
the coffee grounds,
producing a thick,
flavorful brew.
Luigi Bezzera’s patent for a
“coffee making machine'

Pavoni further refined

the design, creating a
machine that could
produce multiple cups of
espresso quickly and
efficiently.

Desiderio Pavoni 1905

A 1910 Ideale espresso machine

The Birth of Espresso : 16

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 Bezzera’s espresso machine at the 1906 Milan Fair

In 1906, Bezzera and Pavoni showcased their

inventions at the Milan Fair, where they introduced
what they called "cafe espresso". This marked the
beginning of the espresso machine industry, as
other inventors began to create their own
machines and refine the process even further.

The introduction of cafe espresso at the Milan Fair

was a significant moment in the history of coffee,
as it represented a new way of brewing and
serving coffee. The concept of espresso was not
just about the speed of brewing, but also the
strong, bold flavor that came with it. Espresso
quickly became a popular beverage in Italy and
throughout Europe, and eventually made its way to
America and the rest of the world.

The Birth of Espresso : 17

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Despite its popularity, however, espresso
remained a niche product for many years. It
wasn't until the mid-20th century that espresso
started to become more mainstream, thanks in
part to innovations in espresso machine design
and the rise of Italian-American culture in the
United States.

Today, espresso is a beloved beverage that has

become a symbol of sophistication and luxury.
However, its origins are rooted in the innovations
of Moriondo, Bezzera, and Pavoni, who saw the
potential for using steam pressure to brew coffee
faster and more efficiently. The birth of cafe
espresso at the Milan Fair marked the beginning
of a new era in coffee culture, one that would
continue to evolve and innovate over the years.

Angelo Moriondo Desiderio Pavoni Luigi Bezzera

The Birth of Espresso : 18

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 Espresso has the
power to bring
people together and
create meaningful
connections.

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 CHAPTER FOUR
Cappiello's Poster and Early Espresso

As we have seen in the previous chapters, the birth

of espresso was a gradual process that involved
several innovators and their inventions. But it
wasn't until Leonetto Cappiello's poster for
Victoria Arduino that we saw a visual
representation of the concept of speed that was
essential to early espresso.

Cappiello was a master of using visual metaphors

in his advertising posters. He knew how to capture
the essence of a product or service and make it
appealing to the masses. In the case of his poster
for Victoria Arduino, he used the metaphor of a
train to represent the speed and efficiency of the
espresso-making process.

The poster shows a sleek, modern espresso

machine with steam coming out of it, resembling
the smoke of a train. The machine is front and
center, dominating the entire image, just like a
train would dominate a railway station. In the
background, we see a coffee cup and saucer,
waiting to be filled with the freshly brewed
coffee. The typography is simple, yet elegant, and
the message is clear: "Victoria Arduino - The
Espresso Machine."

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The Birth of Espresso : 20
 Leonetto Cappiello 1922
Victoria Arduino Poster

What's interesting about this poster is that the

machine in the image didn't actually brew
espresso as we know it today. It brewed small
cups of filtered coffee, which were served in
porcelain cups with a saucer. This was a new
concept at the time, and it was a significant
departure from the traditional way of brewing
coffee, which involved percolation or infusion. The
idea of brewing small cups of coffee at high
pressure and speed was a game-changer, and it
would pave the way for the invention of the
modern espresso machine.

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The Birth of Espresso : 21
Cappiello's poster captures the essence of early
espresso perfectly. The focus was on speed and
efficiency, and the machine was at the center of it
all. The process of making coffee had become a
mechanized, industrial process, just like the trains
that crisscrossed Europe at the time. It was a sign
of the times, and people embraced it with open
arms.

The poster was a hit, and it helped to establish

Victoria Arduino as a leader in the espresso
machine industry. It also helped to popularize the
concept of espresso, which was still a new and
exotic drink at the time. People were intrigued by
the idea of a small, strong cup of coffee that
could be brewed in a matter of seconds. They saw
it as a symbol of progress and modernity, and they
wanted to be a part of it.

But it wasn't just the concept of speed that made

Cappiello's poster so influential. It was also the
fact that it captured the attention of coffee
enthusiasts and entrepreneurs around the world.
They saw the potential of the new coffee-making
process, and they wanted to improve on it. They
wanted to create a machine that could brew a
better, richer cup of espresso. And so began a
new era of innovation and competition in the
espresso machine industry.

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The Birth of Espresso : 22
As we have seen, the origins of espresso can be
traced back to the late 19th century, but it wasn't
until the early 20th century that it started to gain
widespread popularity. And it was thanks to
people like Cappiello, who were able to capture
the essence of the new coffee-making process in
their art and advertising. His poster for Victoria
Arduino remains a classic example of the power of
visual communication, and it continues to inspire
coffee lovers and artists around the world.

In conclusion, Cappiello's poster for Victoria

Arduino is not just a beautiful piece of art; it is
also a historical document that sheds light on the
origins of espresso. It captures the spirit of the
times and the excitement of a new era in coffee-
making. The poster reminds us of the power of
advertising and the importance of visual
communication in

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The Birth of Espresso : 23
 A good espresso is
like a work of art - it
takes skill, patience,
and attention to
detail.

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 CHAPTER FIVE
Gaggia Innovation

Espresso had been evolving for decades, from the

original patent by Angelo Moriondo to the
refinements by Bezzera and Pavoni. But it was
Achille Gaggia who truly transformed espresso
into a whole new category of drink in 1948 with his
innovation.

At this point, the cappiello poster for Victoria

Arduino might seem like a distant memory. But in
fact, Gaggia's innovation was directly related to
the concept of speed that Cappiello captured in
his poster.

Gaggia's innovation was simple, yet profound. He

created a machine that used pressure to force
water through coffee grounds, resulting in a thick,
crema-topped espresso that was unlike anything
before it. The machine also had a lever that
allowed the barista to control the pressure and
extract the full flavor from the coffee.

So what does this have to do with the cappiello

poster? Well, the idea of speed was still very much
a part of espresso culture. And Gaggia's machine
was able to deliver a high-quality espresso
quickly, just like the early espresso machines that
brewed small cups of filter coffee at speed.

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The Birth of Espresso : 25
But the impact of Gaggia's innovation was far-
reaching. The thick crema that his machine
produced not only looked impressive, but it also
had a profound effect on the taste of the
espresso. The crema was a result of the
pressurized water forcing out the oils from the
coffee, creating a rich and creamy texture.

This new style of espresso quickly gained

popularity in Italy and beyond. It was a far cry
from the bitter, watery espresso that had been the
norm before. And it opened up a whole new world
of possibilities for coffee connoisseurs.

Gaggia's machine also had

a significant impact on the
coffee industry. It was the
first time that espresso had
been made with a
consistent quality, and it
allowed for the creation of
espresso-based drinks like
Gaggia Espresso Machine, 1948
"Officine Faema Brevetti Gaggia" cappuccinos and lattes.

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The Birth of Espresso : 26
As the popularity of Gaggia's machine grew, so
did the demand for high-quality coffee. The
espresso culture that had begun in Italy quickly
spread to other parts of the world, with cafes and
coffee shops popping up everywhere.

In the years since Gaggia's innovation, the

technology behind espresso machines has
continued to evolve. But the basic principles
remain the same: pressure, water, and coffee.

Today, espresso is a ubiquitous part of coffee

culture, enjoyed by millions of people around the
world. And it all started with a simple idea: the
concept of speed that Cappiello captured in his
poster, and the innovation of Gaggia that
transformed espresso into a whole new category
of drink.

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The Birth of Espresso : 27
 The history of
espresso reminds us
that sometimes the
biggest
breakthroughs come
from small,
incremental
improvements.

Publisher
 CONCLUSION

In conclusion, the history of espresso is a story of

innovation, creativity, and enduring appeal. From
its origins as a small cup of filtered coffee to the
rich, creamy shot we know and love today,
espresso has captured the hearts and minds of
coffee lovers around the world. As we continue to
explore the world of coffee, we can look back on
the journey from Cappiello's poster to Gaggia's
innovation and appreciate the role that espresso
has played in shaping our culture and our daily
lives.

Reflecting on the significance of the history of

espresso, we can see how it has become an
integral part of our daily lives, with coffee shops
popping up on every corner and espresso
machines becoming a staple in many homes.
Espresso has transcended its humble beginnings to
become a global phenomenon, loved by millions
of people around the world.

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The Birth of Espresso : 29
The journey from Cappiello's poster to Gaggia's
innovation shows how innovation and creativity
can transform an ordinary beverage into a
cultural icon. It is remarkable to think that a
simple poster designed to sell coffee over a
century ago could have such a profound impact
on the development of the espresso machine
industry. Gaggia's innovation in 1948, which
transformed the way espresso was made, was a
pivotal moment in the history of coffee.

As we look to the future, it is clear that the

evolution of espresso is far from over. With
advancements in technology and a growing
interest in specialty coffee, we can expect to see
new and exciting developments in the world of
espresso. The enduring appeal of this beloved
beverage is a testament to its rich history and its
ability to adapt to changing tastes and trends.

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The Birth of Espresso : 30
 1930
2018

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The Birth of Espresso : 37
 BIBLIOGRAPHY

Bramah, Edward. "The Coffee Maker." Google

Patents, US Patent 4056A, 21 July 1836.

Cappiello, Leonetto. Victoria Arduino. 1922.

Poster.

"Desiderio Pavoni." Espresso Machine Experts, 5

May 2021,
www.espressomachineexperts.com/desiderio-
pavoni/.

"Gaggia." Gaggia, www.gaggia.com/.

"History of Espresso: The Origins and Evolution of

Espresso." Perfect Daily Grind, 15 Dec. 2019,
www.perfectdailygrind.com/2019/12/history-of-
espresso-the-origins-and-evolution-of-espresso/.

Illy, Andrea, and Rinantonio Viani. Espresso

Coffee: The Science of Quality. Academic Press,
2005.

"L'uomo Nero E La Donna Con Il Cappello."

Leonetto Cappiello,
leonettocappiello.com/en/luomo-nero-e-la-
donna-con-il-cappello/.

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The Birth of Espresso : 38
 AUTHOR

Edward Monterie (Edo),

previously known as Bang
Mamat, used to express his
opinions on the
microblogging platform
Tumblr from 2015 to 2019.
However, he took a break from writing to
concentrate on developing his business. Now, he
has returned to writing and is excited to share
new and innovative ideas. His first mini ebook,
"The Birth of Espresso," marks his comeback after
several years away from the writing scene. In
addition, Edo plans to release several more
writing projects independently through JM
Publisher.

CONTACT

Thank you for considering my ebook!

Publisher
The Birth of Espresso : 39
Dear readers,

Thank you for joining me on this journey through the

history of espresso. As a coffee enthusiast, I find the
origins of this beloved beverage to be fascinating, and I
hope you do too.

I wrote this story with the intention of exploring the

various facets of espresso's history, from the
contributions of artists like Leonetto Cappiello to the
innovations of Achille Gaggia. Through this journey, I
hope to provide insight into the cultural significance of
espresso and how it has evolved over time.

It's important to note that the history of espresso is

complex and multifaceted, and there may be differing
opinions on certain aspects of it. However, I have done
my best to provide accurate information and tell the
story in an engaging way.

Ultimately, I hope this story has inspired you to

appreciate the process and art behind making espresso,
and to savor each cup with a deeper understanding and
respect.

Thank you for reading.

Best regards,

Emonterie
Publisher