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A very rare advertisement poster for Sova Bread Printed in Ertz Israel Palestine from 1936. This poster was displayed In a stand of Sova Bakery at the second Levant fair in Tel Aviv during that year.
The poster was design by Franz Kraus (also known as Franz Krausz) who was an Israeli graphic designer. Kraus grew up in Graz, Austria, and claimed that his favorite place was the art studio of brother Emil Kraus. Kraus lived in Berlin, where he eventually assumed the position of the sole graphic designer of the Friedrich Ernst (publisher). Krause settled in Tel Aviv in 1934. Through receptive manufacturers, Franz was able to acquire clients for advertising; he designed posters for companies such as Dubek cigarettes, for which he worked for 45 years. Another on-going client was Elite, a candy manufacturer (today owned by Straus). Even though Kraus employed photography later in his career, his most dynamic and colorful work was realized through his hand-painted artwork, frequently in gouache, sometimes calling on photographic studies shot by his wife. His best-known image, though not his aesthetic best, is the “Visit Palestine” poster of 1936. He was prolific but made very little money from frugal clients and, according to Kraus himself, was unable to work gratis. He was one of Israel’s most-accomplished graphic designers.