Le Moral des Troupes
20 EU designers paying tribute to French designer Marcel Jacno (1904-1989). Initiated by Theatre National Populaire in Villeurbanne. Exhibition ‘Jacno, man of characters’ from March 19 to Wednesday June 30, 2023.
Title Le Moral des Troupes
Year 2023
Technique screenprint
Size W 118,5 x H 175 cm
Colours 1
Print Lezard Graphique
Imprint 15
Marcel Jacno, well known in France for his TNP posters, type and book designs…
… did not design the iconic Gauloises Caporal package as many believe, but merely restyled it twice.
Neverthess it has become one of the worlds most recognisable cigarettes brands, a strong symbol for French smoking culture and a ‘multiple’ pur sang.
Source: Max Ponty (designer of the equally iconic Gitanes packaging), affiche Gauloises, 1928. Depicting Vercingetorix, leader of the Gaules. Image from Graphismes et créations SEITA.
Source: Vercingetorix surrending to Julius Ceasar in the Battle of Alesia in September 52 BC… The very first page of Asterix the Gaul by René Goscinny & Albert Uderzo, 1961.
Source: French soldiers, WWI, to whom the availability of a smoke was of crucial value to their morale. Military illustrations courtesy André Jouineau. André told me that Gauloises cigarettes were part of French Army standard rations well into the seventies…
Source: Graphismes et créations SEITA, Années 30 40 50 (exhibition catalogue), Marie-Claire Adès, Jean-Hugues Piettre, Musée-galerie de la SEITA, 1988.
Exhibition opening at TNP, image courtesy Sarah Boris, who made the ‘Amour!’ design on top.