Poster illustration by Ana Jarén for Vivesoy celebrating San Isidro in Madrid and connecting the traditional festival with the brand’s agricultural roots.

The image centres on a chulapo and chulapa surrounded by red carnations, cereal plants, swallows and a cultivated landscape, under the message “San Isidro es pradera pero primero fue campo”. Traditional Madrid clothing and festive symbols are therefore linked to crops and the countryside, giving the brand message a specifically local visual language.