Cultural merchandising identity inspired by Valencia’s most iconic traditions
Valencia Collaborative Project · Visual Identity and Merchandising
Client: Collaborative personal project with Cristina Haba
Role: Concept, visual identity & illustration
Goal: Create a modern and design‑forward merchandise line that reimagines traditional Valencian culture for younger audiences
Scope: Merchandising line, illustration set, cultural storytelling, product concept
Brand Identity | Illustration | Merchandising | Cultural Branding | Graphic Design
The challenge
Valencia has a rich cultural identity, but most of its souvenir products rely on traditional imagery that feels outdated or overly commercial. The goal was to create a fresh and modern merchandising line that appealed to younger visitors and locals who want something more design‑driven. The challenge was to reimagine iconic cultural elements in a way that felt authentic, contemporary and emotionally connected to the city.
My approach
I partnered with Cristina Haba to rethink the visual language of Valencian culture. We explored the city’s most beloved symbols, from paella and the Fallas festival to horchata and well‑known architectural landmarks. Our aim was to translate these elements into simple and memorable illustrations that could live together as a cohesive identity.
We used playful visuals, clean shapes and local expressions to create a design system that felt both modern and rooted in tradition. Everything was designed to be flexible and ready to adapt across a full range of merchandise.
The work
The final identity brings together a full set of modern illustrations and cultural references:
Icon set representing Valencia’s most recognisable traditions and symbols
Playful and approachable illustration style suitable for apparel, prints, stationery and accessories
Use of local expressions and cultural references to create emotional connection
Layouts and compositions that work well across different formats
A cohesive visual language that feels fresh, friendly and true to the city
The result is a fresh take on cultural merchandising that moves beyond typical souvenir aesthetics.
The outcome
The new identity offers Valencia a modern and meaningful alternative to traditional souvenirs. It feels fresh, friendly and rooted in the city’s personality, and it resonates with younger audiences who value design and cultural storytelling. The visual direction can be expanded into new products while keeping its look consistent and recognisable.
