Branding / Corporate identity / Motion graphics / Signage
Client: Vic Fires
A Market to be lived, celebrated and remembered.
The new poster for the Mercat del Ram de Vic is an exercise in intergenerational connection.
Fifty-one years ago, Alba’s father, co-founder of the Alucina studio, was awarded in the poster competition for the same event.
When approaching the graphic project, we wanted to pay tribute to that first design, using it as our main source of inspiration.
This starting point becomes a dialogue between past and present—a metaphor for the very essence of the Mercat del Ram: a space where generations come together, where the agricultural and livestock legacy is passed down from parents to children, and where marketgoers share an experience that bridges tradition and the future.
Recover to reclaim, reinvent to inspire.
Throughout the project, we created new symbols inspired by the rural and livestock world. These symbols combined with the color palette and movement in the graphic composition, reflect the vibrant, evolving nature of a market which is meant not only to be lived but also to be remembered and projected forward.
Just as the design is born from the vision of two generations, the Mercat del Ram is also a meeting point between the wisdom of past farming traditions and new ways of working the fields—adapting to the present without losing its deep connection to the land.
From the studio, we aimed to offer a perspective that honors the legacy while daring to explore new visual languages. Because we see design as a tool to tell stories, to move people, and to highlight the connections that bring us together as a community.
