The development of the visual identity is rooted in core elements of Croatian national identity, notably the recognizable red checkerboard pattern. This motif is commonly used in the graphic design of similar institutions to emphasize their connection to tourism and everything it represents in the minds of users, tourists, and travelers. To foster an emotional connection and interaction between the target audience and the brand—thereby creating a strong, meaningful identity—the visual system incorporates a graphic element inspired by handwriting. This “handwritten” style evokes the idea of a signature or the personal touch of handwritten text, reminiscent of the emotions, memories, and special moments conveyed through a postcard sent from one person to another.

For these reasons, the identity and brand strategy of the Croatian Museum of Tourism focus on evoking a unique emotion and memory. This is achieved through graphic symbols such as the postage stamp—an element that subtly incorporates the ambiguity of national affiliation with the red checkerboard pattern, while also evoking the idea of a tourist postcard.

Complementing this is the “signature” of the postcard sender—elements that together become powerful associations of tourism, as sending postcards to loved ones from various travel destinations is what creates lasting tourist memories.

The packaging design for the Croatian Museum of Tourism souvenirs included developing functional packaging for existing characteristic souvenirs — such as laurel (a symbol of the city of Opatija), lavender, and salt, representing Mediterranean traditions. A special box was designed that, when opened, doubles as an informative booklet for each individual souvenir. The box closes securely without the need for glue or other adhesives.

In addition to classic souvenirs, a unique piece was created for the Museum of Tourism — a handmade butterfly figurine whose wings are crafted from segments of tourist maps. Just as a butterfly is fleeting and constantly in motion, so too is the traveler, the tourist, and their personality.

All activities of the institution are supported by the development of engaging graphic and other materials, which, through on-site sales, contribute to the museum’s stable economic situation. The creative strategy project—including the development of visual identity and accompanying materials—has, over five years of close collaboration with the museum’s management, resulted in a recognizable communication style and the establishment of a strong brand for the city of Opatija and the Kvarner region. This region continually invites visitors to journey back to the origins of tourism there, tracing its development up to the moment it became the beating heart of the Republic.