PKZ (the legendary Güggel)

Founded in 1881 in Winterthur by Paul Kehl as a clothing factory, the company held annual poster competitions among specially invited artists from 1910 into the 1950s, with the prize-winning designs subsequently being displayed across Switzerland. PKZ had recognized two things early on: that it was worthwhile to create a strong brand (at a time when the term «brand» hardly existed in that sense), and that carefully designed posters were the ideal medium to achieve this goal.

In 1935 the winner was Alois Carigiet (1902–1985), a trained decorative painter who stayed true to his choice of motifs and, above all, his almost always decidedly pictorial execution. Back then in the 1930s, when illustration had a hard time in Swiss product advertising, he could only afford to do this because his approach was as unmistakable as a handwriting (which is, after all, the gold standard in any advertising measure).

The fact that his strutting rooster was actually put into production is certainly a testament to PKZ's confident self-irony, because even though it may seem charming and even elegant and demonstrates a delightful joy in storytelling: A rooster is a rooster. Surely one of the reasons why this PKZ sheet is exceedingly popular and correspondingly coveted, among collectors as well as people who want to give their rooms an unmistakable touch. Rare, especially in this outstanding condition.

perhaps also of interest – Otto Baumberger's anticipation of magical realism:
PKZ Brand