In an age dominated by digital printing and vinyl stickers, a 36-year-old craftsman from Semur-en-Auxois in Burgundy is breathing new life into the nearly extinct profession of hand-painted signage. Alexis Fidelin represents a new generation of letter painters who are determined to restore the prestige of this traditional craft that almost disappeared at the end of the 20th century.

The profession of letter painting had virtually vanished from France as digital printing on vinyl became the standard for storefronts and signage. However, in recent years, this ancient art form has been finding new disciples throughout the country. These artisans are reviving the meticulous craft of hand-painting signs, logos, and storefront windows using traditional techniques that date back centuries.

Fidelin's journey into letter painting began with a lifelong passion for typography and calligraphy. "I've always loved working with letters," he explains. "I was already applying myself to my kindergarten notebooks when I had to learn to write. It always spoke to me and fascinated me. I've always drawn mainly letters, really in a very free way, throughout my youth." Despite his natural talent, Fidelin never attended art school or formal graphic design training to develop his skills.

For years, he earned his living in the restaurant industry and wine trade, working as a wine merchant and sommelier. However, whenever he had free time, he would eagerly trade his wine bottles for pencils and paper. "I would draw logos for friends who were opening restaurants, wine bars, things like that," he recalls. "That's when I saw that this profession of letter painting was coming back a little bit to the forefront, maybe 15 years ago. It immediately spoke to me because I saw the application, whether in places I liked, restaurants, things like that, and then the application of the letter itself. I found that for me it was kind of the ultimate profession."

The turning point came in 2018 when Fidelin decided to leave everything behind and pursue letter painting full-time. After moving to Lyon, he embarked on an intensive self-training period. "There's the work of knowing how to draw letters, knowing a bit about typography rules, but then there's the application with specific paints, specific brushes, techniques really specific to this trade," he explains. "I trained for weeks to make straight lines, to make cleaner and cleaner letters, and then I had some friends who had restaurants, shops in Paris, who let me do their storefronts, and then it took off."

Armed with long, flat-bristled brushes called martens, lead-free paints that are lacquered or enameled for extreme durability and weather resistance, and a arsenal of traditional techniques, Fidelin now paints on all types of surfaces. He even uses 24-karat gold leaf to give his creations a more noble character. His toolkit and materials represent centuries of accumulated knowledge about what works best for outdoor signage that must withstand the elements.

Seven years after launching his career as a complete autodidact, Fidelin has built a solid reputation and now works full-time as a letter painter. His business initially grew through word-of-mouth recommendations, and he now has established a strong presence in Paris and Lyon, with multiple projects scheduled each month. The pricing for his work varies depending on the complexity of the job and time investment required, but clients consistently choose quality and durability over cheaper alternatives.

"There are quite a few travels, but overall I do very varied things," Fidelin notes about his current work life. "It can range from rethinking a graphic identity to painting an existing logo while bringing my little twist to it." He travels throughout France for commissions, though he hopes to expand his network within the Burgundy region where he's based.

Several Burgundian establishments have already experienced Fidelin's craftsmanship firsthand. His portfolio includes the Buffon drugstore in Semur-en-Auxois, L'Arche des vins in Beaune, the ephemeral restaurants RADE by Romain Tischenko and Ioulia Gourieva, and Silenes in Saulieu, among others. Each project showcases the unique character and permanence that only hand-painted signage can provide.

The drugstore project in Semur-en-Auxois exemplifies the impact of Fidelin's work. When sunlight hits the cobblestones of Buffon Street, they take on a golden glow that's perfectly complemented by the hand-painted storefront. Caroline Rosnet, the store manager, is enchanted by the gold leaf lettering that adorns her shop window. "It's really magnificent," she assures. "It fits perfectly with my philosophy of choosing beauty and local craftsmanship. Today, I have a beautiful shop that's unique thanks to Alexis."

The three-day project cost approximately 1,800 euros, significantly more than a simple industrial sticker, but Rosnet celebrates her choice of "quality" and "durability." She notes, "I wash the window almost every day, nothing moves. I'm convinced it will still be there for a very long time, and I'm very satisfied with it." This testimonial highlights the value proposition that draws customers to traditional letter painting despite the higher initial cost.

Fidelin represents a broader renaissance in traditional craftsmanship that values authenticity over mass production. "Today, what also creates diversity among letter painters is that we all have different backgrounds, different learning experiences, and this creates a certain richness in the profession," he observes. This diversity of backgrounds and self-taught approaches contributes to the unique character that each letter painter brings to their work.

Looking toward the future, Fidelin hopes the profession can stabilize and grow, potentially through "the creation of formal training programs." Until then, he continues to leave his mark with brush and paint, proving that his chosen profession is far from extinct. His work stands as a testament to the enduring appeal of handcrafted artistry in an increasingly digital world, offering businesses and communities a way to connect with traditional craftsmanship while creating distinctive, durable signage that tells a story about quality and local pride.