Herbert Leupin's Iconic Posters From the 1940s

Herbert Leupin was the Swiss designer who taught posters to grin. In the 1940s he took the straightforward “Sachplakat” (object poster) and made it dance.

He was known for using bold color, playful puns, and whimsical characters that made you pause, chuckle, and remember. Even advertisements for mundane items were made fascinating.

In Leupin’s world, a jar of jam could sprout cherries wearing party hats, a giraffe can balance a glass on its head. These visual jokes were smart, lighthearted, and impossible to ignore .

An illustration of a bar of soap with a wooden clothespin on top, featuring inscriptions in French including 'savon', 'steinfels', and 'rendement supérieur'. The background is a bright blue.

Swiss Design Royalty

Leupin founded his own studio in 1938 after stints in Basel and Paris
He crafted over 500 posters, scooping up 89 national design awards
His international acclaim landed his work in MoMA, documenta III, and Tokyo’s Ginza Graphic Gallery

A vintage Hermes typewriter in a metallic finish with red keys, positioned above a white envelope, against a bright yellow background.

Magic‑Realist Wit

Leupin’s work falls under “magic realism”, a style that rendered common objects in startling, almost photographic detail, yet infused them with quirky life . Think jittery eggs that snap into place, or a steam‑curled cup that winks.

Precision & Pop

Printed using stone lithography, Leupin’s posters pop off the page with rich textures and bright hues. Every color and curve was deliberate, just enough smoothness to charm, enough edge to stick in your head.

Below are a collection of some of our favorites from his career.