L’Eroica, Gaiole in Chianti

The beauty of fatigue and the thrill of conquest. Eroica is the essence of road cycling.

At the beginning of October, I visited L’Eroica in Chianti, not far from where I live, and I was pleasantly surprised to discover that such a unique event takes place so close to me. I really loved the atmosphere. Everywhere you looked, there were vintage bicycles, cycling accessories, old-style jerseys, and beautiful details inspired by the golden age of Italian cycling. You could buy everything from vintage bike accessories and bicycles to products from small local food producers. But what fascinated me most, as a designer, was the aesthetic of the event.

Everything is carefully designed around a strong vintage identity, from the colour palette and old posters to the typography, illustrations, signage and overall atmosphere. It feels like stepping into another era, but at the same time the whole experience is very contemporary and thoughtfully curated. I found it especially interesting how consistently the brand identity is applied throughout the entire event. The colours, vintage graphics, cycling heritage and Tuscan landscape all come together to create one coherent visual world. For me, L’Eroica is a great example of how brand identity can transform an event into a complete experience, not just something you attend, but something you remember.

L’Eroica is much more than a cycling event. It is a celebration of Italian cycling heritage, Tuscany, craftsmanship, food, wine and the beauty of slow, authentic experiences.

Founded in 1997 in Gaiole in Chianti, L’Eroica was created around the idea of rediscovering the spirit of historic cycling. Participants ride vintage bicycles on the famous white gravel roads of Tuscany, wearing traditional cycling jerseys and clothing inspired by the golden age of Italian cycling. Today, L’Eroica has developed into a recognizable lifestyle brand, with events, markets, exhibitions, food, wine, music and a strong connection to the Tuscan territory. The core of the brand. I would describe the L’Eroica brand essence through these words: HERITAGE, TUSCANY, CYCLING, ADVENTURE, EFFORT, COMMUNITY, ITALIAN CRAFT, NOSTALGIA. The brand does not simply look vintage. It creates an entire world around vintage culture.

The colour Palette of the brand. One of the strongest elements of L’Eroica's visual identity is its muted, nostalgic colour palette. The colours feel slightly faded, warm and tactile almost like an old Italian poster, a vintage cycling jersey or a photograph from the 1960s.

Chianti Burgundy HEX: #72283A. A deep wine-red inspired by Chianti wine and traditional Italian cycling jerseys. It feels mature, elegant and distinctly Italian. This colour is particularly important because it connects the cycling culture directly with the territory.