Empreza do Bolhão: Graphic arts and advertising in the 1920s and 1930s

Abstract

Successor to the first modern advertising agency in Portugal, founded by Raul de Caldevilla, from 1923 the Empreza do Bolhão would become one of the country's leading producers of graphic and advertising material. Its workshops produced iconic posters signed by well-known national artists. However, less studied are its labeling and packaging works, which actually represented the main format ordered from the company.
Ceasing its functions as an advertising agency with Caldevilla's departure, the development of the graphic material was substantially handled by the employees of the company. Following the instructions provided by the client, commercial agents and designers contributed to the conception and effectiveness of these items as means of commercial promotion. Unlike the full-service agency model represented by ETP, the advertising direction of these works was thus assumed in varying parts by the client and the printing company that executed them.