A chef rides a large red elephant on a field of grass. The Végétaline is a trademark designating (often generically) a cooking fat consisting of coconut oil, hydrogenated and palm oil. Leonetto Cappiello (9. April 1875 in Livorno, Italy – 2. February 1942 in Cannes, France) was an Italian and French poster art designer who lived in Paris. He is now often called 'the father of modern advertising' because of his innovation in poster design.