35 - LA VACHE QUI RIT - c.1925

LA VACHE QUI RIT - c.1925 Signed “Benjamin RABIER” A significant and rare original lithographed advertising sheet metal. Large version, 50 cm in diameter. “Imp.C.F - Lyon” Very good condition - The original colors are well preserved, and the surface retains a good sheen. There are slight superficial signs of wear and a faint crease below “Haut,” which do not affect the subject, as well as subtle signs of oxidation along the edges. The composition features the famous bust of the cheerful red cow set against a backdrop of a forested mountain landscape (the Haut-Jura). The story begins in Orgelet in the Jura region, where Jules Bel settled at the age of 23 (1865) as a master refiner. He was only 55 years old when, in 1897, he handed the business over to his two sons, Henri and Léon, who were 29 and 19 years old, respectively. The company then became “Bel Frères.” In 1897, the company moved to Lons-le-Saunier, taking advantage of its proximity to the railroad line and the Montmorot saltworks. Henri left the company in 1908, and the firm then took the name “Léon Bel, Gruyère Wholesale.” On April 16, 1921, Léon Bel registered the “La vache qui rit” trademark. He came up with the idea of drawing inspiration from the RVF B70 emblem to depict a full-length cow with a cheerful expression. Later, Benjamin Rabier would leave his indelible mark on the company. Jura/Burgundy-Franche-Comté The AI-generated atmospheric photo is presented for illustrative purposes only to help appreciate the proportions of the item in context. Only the original photographs are authoritative regarding the appearance and condition of the item offered for sale.