Coffee (It's Better)
Hatch Show Print · c. 1930s / modern reprint · Letterpress
Originally cut in the 1930s for the Fletcher-Wilson Coffee Company of Nashville, the wood blocks for this poster were mislaid for decades before turning back up in Hatch's collection in the 1990s. A percolating coffee pot sends a billowing cloud of steam upward, the script lettering "It's Better" tucked inside it, with "PURE Coffee" set below in a mix of elegant caps and voluptuous italic. The prints were likely first run in orange-red and blue for grocery store coffee-aisle displays. Modern reprints use the original blocks, the same wood, the same press, the same technique, making each print a direct physical descendant of the 1930s original.
The same wood, the same press, the same technique, each print is a direct physical descendant of the 1930s original.Hatch Show Print
View this poster in The 29 Collection