Lucian Bernhard created this "Manoli" cigarette, poster-advertisement in 1910. The name Manoli came from the owner of the company's wife, Ilona Mandelbau, which is reversed.
2. What is the project and the problem?
We are viewing an advertisement for Manoli cigarettes, Bernhard was hired to complete many poster designs and this was one for the many. His concept was brief and straight forward, including the simple geometric figure which was the image, and text which was the product name. His used a great sense of simplicity if his works, which also help make the poster easy to understand and viewers were able to see what he was trying to communicate.
3. Who is the client?
Bernhard was designing for Manoli Cigarettes, which he then later reduced the company's trademark to a single letter-form printed in two colors. Although he elminated the figure of the cigarette box, and Manoli written out. The client was still happy with Bernhard's work.
4. Who is the intended audience?
The intended audience would be anyone able to purchase cigarettes at the time. The sans-serif lettering made the image look more sophisticated, and providing the display that this was a "clean cut" type of product.
5. What is the core message?
The central message here is Bernhard and the client, suggesting the use of smoking Manoli cigarettes. That these cigarettes look good, and come from a worthy company, who cares about their product's image.
6. What is the hoped for outcome?
The hoped for outcome is that sales will increase after and during this poster is displayed, and also that Lucian Bernhard himself will become a notable graphic designer,with his much used emphasis on designing for the future.
7. What is the graphic strategy?
The graphic strategy used by Bernhard is quite simple. He combines to elements the product and the product name. The overlaps them, with using a stroke around the text to make it stand out while placed in the back of the product. He used simple, but yet bold colors that weren't overwhelming when placed too near each other, but still enough to catch a viewers eye. The solid black background enhances the product's elegance, along with the gold formatted cigarette box. Having the box placed at an angle rather than dead on, allows viewers to gain some type of dimension of the product, as well as more views of detail work on the inside of the carton. I believe Lucian Bernhard was very successful at completing this poster advertisement for Manoli cigarettes.
Good, although I would think that the outcome would be more for the client than for Bernhard himself.
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