This 1930 original advertising poster by Le Clercq promotes the Bières de Garde produced by the Brasserie Arnould-Mochez in Onnaing, a brewery rooted in northern France’s long beer-brewing tradition. Created during the interwar period — a flourishing moment for graphic advertising — the poster exemplifies the bold visual language used to elevate regional beverages into widely recognisable brands. The composition features a jovial medieval-inspired figure joyfully raising a foaming glass of beer, rendered in strong contours and warm, glowing colours that contrast dramatically against the dark background. The stylised typography, with its large orange lettering and clean layout, reflects the influence of Art Deco poster design, favouring clarity, impact, and immediate visual appeal. “Bière de garde,” historically brewed in cooler months and stored for later consumption, is emblematic of northern French brewing heritage. By highlighting this tradition alongside references to wines and spirits, the poster positions the brewery within a broader culture of convivial drinking while celebrating regional identity. Today, the poster stands as a vivid example of early twentieth-century French commercial art — combining humour, tradition, and modern graphic design to capture both the spirit of local brewing and the dynamic evolution of advertising during the 1930s. Original Poster North - Advertisement - Alcohol - France Printed by Grau, Nerfi & Cie in Lille Good condition
