Agritourism communication tends to lean on the same visual codes : photography of producers in their fields, warm rustic typography, and earthy palettes. These codes feel authentic but quickly blur together in outdoor advertising, where a campaign has to compete with dozens of other visuals at a glance. The approach here was to move away from photography and use illustration as the main driver of the identity. A single illustrative world could unify dozens of different producers, activities, and atmospheres under one voice, while giving the campaign a distinctive presence on the road and in print.

The concept is built around diversity and discovery. Each illustration captures a different moment, product, or atmosphere of the network, from farm visits to tastings, markets, and artisanal producers. Through bold shapes, expressive characters, and vibrant colors, the campaign brings multiple elements together into a unified and dynamic visual narrative. The illustrative language is warm, playful, and inviting, designed to make people want to stop, look, and plan a visit.

The visual system was designed to be flexible across very different advertising formats : large-scale billboards, print ads in newspapers, web banners, brochures, touristic guides, and branded merchandise. A consistent illustration style, combined with a structured use of color and composition, keeps the campaign recognizable wherever it appears, while variations in scene and character allow each piece to feel fresh. The system carried across two editions, evolving in 2025 to extend the visual territory established in 2024 rather than reinventing it, which reinforced the campaign's recognition in the region.