Destination liberté Nescafé Circa 1980

This circa 1980 original advertising poster titled “Destination Liberté” was created for Nescafé, one of the world’s most recognized coffee brands, and designed by Cath. Doutreligne. It is a dynamic visual expression of energy, optimism, and momentum—perfectly aligned with the brand’s message at the time: coffee as a catalyst for freedom, inspiration, and movement.

The composition is anchored by a bold and powerful steam locomotive, surging forward with unstoppable force. The train, painted in deep blues and blacks, charges directly at the viewer, smoke and steam billowing behind it in soft pastel hues. Draped across its front are vibrant flags, their rich reds, greens, blues, and yellows fluttering with symbolic motion. These flags, representing diversity and internationalism, lend the image a universal resonance—suggesting a journey not just through space, but through cultures, ideas, and the shared human pursuit of liberty.

Above the image, the large bold typography reads “DESTINATION LIBERTÉ.”, a powerful slogan that elevates the poster from commercial into aspirational territory. It proposes that a cup of Nescafé is more than a beverage—it’s the start of a journey, a moment of awakening, a spark of personal freedom.

At the base of the image, the clean and confident Nescafé logo roots the emotional energy of the poster in brand identity. The use of bold black and white provides a striking contrast to the colorful central image, making the logo pop without overwhelming the artwork.

This poster is a wonderful example of 1980s commercial design, where illustration and brand messaging were deeply intertwined, and where advertising aimed not only to sell but to inspire. With its bold imagery, painterly style, and evocative slogan, it captures the spirit of the era and remains a collectible item for fans of vintage advertising, coffee culture, and graphic design alike.

Advertising - Railway - Gastronomy

Good condition, creases, small tears