Client
THA
Overview
The project consists of a set of five city-specific guides—Barcelona, Madrid, Sevilla, Granada, Málaga—packaged in a collectible box set. Each volume offers curated insights into local art scenes, festivals, and gastronomy, blending practical travel tips with cultural storytelling. Visually, the design combines hand-drawn illustrations, abstract patterns inspired by Spanish tilework and market produce, and a dynamic color palette reflecting the energy of each city. The typography is bold and contemporary, balancing the playful patterns with clear readability. The brand language created for La Fiesta was later expanded into a festival identity, retaining the same vibrant visual codes to communicate a celebration of arts, crafts, and food.
Client
THA
Industry
Design Concept/ Editorial Design
Service
Brand Identity
Editorial Design
Illustration
Content
Event Design
Duration
3 months
The Challenge
The main challenge was to create a cohesive yet flexible identity that works across multiple city guides while giving each location its own visual character. The design needed to reflect authentic cultural diversity without falling into clichés, blending modern graphic design with traditional Spanish influences in a respectful, contemporary way.
The Solution
A modular system of organic shapes, vivid colors, and hand-drawn food & cultural icons was developed, allowing each book to have its own palette and motif while clearly belonging to the La Fiesta family. The outer box features a pomegranate—symbol of abundance and hospitality in Spanish culture—surrounded by dynamic patterns representing celebration and diversity. Illustrations were printed in high-contrast black on crisp white interiors, paired with vibrant full-color covers. This visual language translated seamlessly into posters, signage, and digital media for a fictional festival scenario.
The Result
La Fiesta successfully bridges editorial design and event branding, creating a multi-layered identity that works for both print and public spaces. As a study project, it demonstrated how research-based design can evolve into a flexible, impactful cultural brand—celebrating Spanish life through the lenses of art, cuisine, and community.
