Heritage fair poster campaign: Fira del Gall 2025

The Fira del Gall 2025 poster campaign starts from a simple, bold idea: the Penedès Black Rooster, the fair’s star product, is the King. Fira del Gall is one of the most deeply rooted traditions in Vilafranca del Penedès, a town in Catalonia’s wine country, and this heritage fair poster campaign was designed to take that tradition into the streets with a fresh voice.

The challenge

The fair celebrates a local breed, the Gall Negre del Penedès, and it returns every year to a public that already knows it. That familiarity is both an advantage and a trap. The challenge was to give this edition a recognizable face, readable from a distance, that spoke about the rooster as a product and as a symbol, with judgment and a sense of humor, without falling back on the usual folkloric imagery. The concept also had to work at once on posters, street banners and bus shelters.

The process

We developed the concept and the slogan around monarchy. To bring it to life we turned to classical portraits of royalty and, through digital manipulation, replaced the faces of historic monarchs with the imposing figure of the rooster. The gesture creates an elegant visual language with a touch of irony, because the solemn tone of a court portrait meets a protagonist that everyone in the Penedès recognizes.

The palette is sober and dark, inspired by the baroque, and the typeface is classical, so the whole set reinforces the solemn atmosphere. One piece shows the rooster on horseback, in a composition typical of baroque painting. Another presents him dressed as a king, and the slogan “El poble és cridat davant del Rei!” (“The people are summoned before the King!”) calls the public together like a royal proclamation.

We designed the system for public space. The street banners come in two versions: a light one with the program and a dark one with the portrait of the rooster, so information and image are split between two pieces that read together when they hang from the lampposts. The bus shelter poster and the wall poster keep the same portrait at large scale.

The result

We arrived at an identity with plenty of personality, one that builds anticipation and positions Fira del Gall as a first-rate cultural event, where tradition is presented with a bold, contemporary eye. The campaign ran on wall posters, bus shelters and street banners across Vilafranca, with a visual consistency that makes every piece recognizable on its own.

For the studio, it is a good example of the work we like best: brand, culture and the territory of the Penedès, with a clear concept and a graphic language that stands up for a local product without turning it into a cliché.