This is a beautiful 1944, Swiss stone lithographic, advertising poster (35"x 50") for the Steinfels Soap company. Printed by Wassermann in Basel, this is a classic Swiss Object poster by the great Swiss designer Herbert Leupin, one of the leaders of the Basel school and the Hyperrealism style also called SachPlakat.

Sachplakat, or "object poster," emphasizes simplicity but in a more realistic and literal way. Artists of the Sachplakat movement, like Ludwig Hohlwein, and Herbert Leupin focused on depicting the advertised product in a realistic, straightforward manner, often as a standalone object with little to no added embellishment. Sachplakat leans toward realistic, almost photographic representation of products.

From 1931 until 1934, Herbert Leupin attended the Kunstgewerbeschule in Basel. From 1951 until 1964, he worked as an advertising consultant for the German cigarette manufacturer Reemtsma. During this time he also created the Milka cow image. ^[1] Leupin made his name in the 1940s through his use of the magic realism style of images for advertising consumer goods.