Graphics for the 6th Mercabarna Popular Race

For the creative project of the “Mercabarna Race,” a dynamic and accessible graphic concept was developed for a popular event open to the public, taking place within Mercabarna’s facilities with activities designed for all audiences and families. The creative proposal is based on a series of cartoon-style illustrations that personify key products distributed by Mercabarna, such as a sausage, an orange, a prawn, and a flower, transforming them into runners. These characters are designed within a format that simulates the typical stickers found on fresh produce, evoking a sense of familiarity and freshness.

The stickers, arranged in an accumulative manner, form the visual basis of the campaign and are featured across various graphic pieces, such as outdoor advertising, panels, and billboards, as well as printed and promotional materials. Additionally, the graphics are applied to the race bibs and participant t-shirts, as well as other event support materials. The final image achieves a vibrant aesthetic, with bright colors and a style that appeals to both adults and children, reflecting the festive and inclusive spirit of the race. With a flexible code adaptable to different supports and formats, the campaign turns Mercabarna’s products—fruits, meat, fish, and flowers—into the main characters, strengthening their connection with the public in an original and engaging way.