Victor Bert shared his painting techniques, stating, “I use my little finger, a maulstick, or crossed hands for freehand painting,” as he worked among brushes and pots of acrylic and glycerol on his workbench. While his name may not be widely recognized, his artistry can be seen on the façades of notable locations such as the Hôtel Le Moulin in Lourmarin and the family-owned Maison Jouvaud pastry shop in Carpentras, both situated in southern France, as well as at chef Manon Fleury’s Datil restaurant in Paris. At just 32 years old, this self-taught sign painter is revitalizing a craft that had largely diminished by the late 20th century.
Bert elaborated on the history of sign painting in France, noting its emergence around 1830 alongside the growth of retail, reaching its peak in the early 20th century. However, he pointed out that it began to wane between the 1980s and 2000s, overshadowed by advancements in technology and digital printing. Alarmingly, the craft was even excluded from the official arts and crafts list established by a decree in 2015.
As time passed, the rise of stickers and self-adhesive vinyl further marginalized traditional sign painting. However, following the Covid-19 crisis, the craft experienced an unexpected resurgence. “There was a newfound enthusiasm for craftsmanship,” Bert remarked, reflecting on his 11 years in the industry, during which his workload has remained robust. “At the height of my business last year, I sometimes completed seven projects in a single week.”
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