This striking 1971 poster, designed by Israeli artist Kopel Gurwin, captures a fascinating moment in the history of graphic design in Israel—where a global brand meets a distinctly local visual language.

The composition is richly symmetrical, centered around a smiling sun-like face, surrounded by ornamental patterns and vibrant birds that resemble embroidered motifs. The design clearly draws inspiration from folk art—echoing Eastern European embroidery, traditional decorative forms, and handcrafted aesthetics. Rather than adopting the clean, modernist advertising style typical of the period, the poster embraces density, warmth, and bold color.

Gurwin creates an unusual and compelling fusion: on one hand, Coca-Cola—a globally recognized brand associated with uniformity; on the other, a deeply local, almost naïve artistic expression that gives the brand a unique identity within the Israeli cultural context of the 1970s. Instead of replicating international campaigns, this poster “translates” Coca-Cola into a local visual language—a rare and remarkable approach.

Color plays a central role: vibrant combinations of pink, purple, orange, and red generate a sense of warmth, joy, and energy. The stitched-like lines enhance the illusion of handmade craftsmanship, even though the poster was produced באמצעות industrial offset printing. It is a sophisticated interplay between craft and commerce, tradition and modernity.

Typography is minimal and almost disappears into the composition, emphasizing the dominance of imagery over text. The brand itself becomes part of the visual rhythm rather than an imposed element.

Technical Details:

• Artist: Kopel Gurwin
• Year: 1971
• Size: 70 × 50 cm
• Size (inches): approx. 27.6 × 19.7 in
• Technique: Offset printing
• Condition: (to be added as needed)

This poster is an excellent example of how advertising can transcend its commercial purpose and become a true work of art—reflecting the cultural spirit of its time. For collectors of Israeli posters, it represents a rare combination of a global brand and a strong local identity, making it a highly desirable and historically significant piece.