Fools is a satirical play set in a cursed village where generations of inhabitants suffer from a peculiar affliction that renders them incapable of learning. Within this absurd world, everyday life becomes illogical and cyclical, culminating in strange traditions such as villagers milking their cows upside down.

Building from this narrative, I developed a visual identity for the play Fools centered on a hand-drawn cow, drawing from the story’s central image of villagers absurdly milking cows upside down. Working from this narrative detail, I built a system that uses illustration as the primary design language, allowing the tone of the play—humorous, surreal, and slightly off-kilter—to guide the overall campaign.