The challenge

Cáceres wanted a modern and attractive merchandising line aimed at young tourists, couples and families interested in culture and heritage. The existing materials felt outdated and did not reflect the richness of the city or its unique history.
The goal was to create a visual identity that felt modern and appealing, while still honouring Cáceres’ archaeological past, medieval architecture and renowned gastronomy.

My approach

I drew inspiration from one of Cáceres’ earliest settlements, where prehistoric hand stencil paintings were found. These ancient markings, often missing the little finger, became the visual spark for the project. I used this reference to connect modern design with the city’s earliest origins in a subtle and meaningful way.

In parallel, I created a series of simple and memorable illustrations representing Cáceres’ most iconic attractions. The goal was to make the identity feel contemporary, friendly and rooted in local history.

The work

The final identity blends culture, heritage and modern simplicity:

• Icon illustrations of the eight most recognisable buildings in the historical centre

• Symbols representing four cultural elements closely tied to the city

• Visual representations of four signature gastronomic products from the region

• A stencil graphic style inspired by prehistoric markings

• Clean layouts designed for tote bags, apparel, prints, stationery and more

The overall look feels modern and approachable while remaining deeply connected to Cáceres.

The outcome

The new identity gave Cáceres a fresh and cohesive merchandising line that resonates with younger visitors and design-conscious tourists. It brings local culture to life through simple and contemporary visuals and provides a strong foundation for future product expansion without losing the city’s personality.