Talavera de la Reina City Council
ServicesBrand Strategy, Naming, Brand Identity, Copywriting
Sector
Arts and crafts
During the last few years, also affected by the ‘pandemic effect’, the city of Talavera was somewhat lacking in tourist attractions, with a limited and somewhat outdated offer of places of interest. Cultural elements of great value such as its ceramics, declared Intangible Heritage of Humanity, have not been adequately promoted and exploited, resulting in a decline in tourism and a lack of interest in the city.
PICT was created in response to this situation, with the aim of highlighting Talavera's ceramics, its history and the artisans who produce it, boosting its promotion together with the points of interest linked to this art: museums, workshops, exhibitions and shops, helping to position Talavera as an attractive cultural destination.
desktop research techniques, analysis of branding trends and in-depth interviews with experts, such as the ceramist Mónica García del Pino, a disconnection between the local community and its heritage has been detected, especially among young people, as well as a lack of exploitation of the tourism potential of Talavera's ceramics.
This project seeks to revalue ceramics through a seal of quality, educational initiatives and a renewed digital presence, strengthening the identity of Talavera as a ‘City of Ceramics’, promoting generational change and generating a modern and up-to-date attraction both internally and externally.
The PICT logo reinterprets the arabesque florin, capturing the historical and origins of Talavera de la Reina ceramics.
The concept celebrates Talavera's identity through its ceramic tradition, an art that connects generations and reflects the unique character of the city. Each ceramic piece is more than an object: it is a testimony of craftsmanship, history and relationship with nature, where earth, water and fire combine to create something unrepeatable.
In an increasingly industrialised world, Talavera is distinguished by this authenticity, and ‘What Makes Us Authentic’ encourages the preservation and promotion of its legacy as a ‘City of Ceramics,’ reaffirming its cultural value for both the community and the visitor.
Every graphic element, from the typography to the colour palette, has been carefully selected to convey authenticity, professionalism and the deep connection of ceramics with nature. This visual system not only strengthens Talavera's identity as a ‘City of Ceramics,’ but also establishes a cohesive and recognisable image that communicates PICT's commitment to the preservation and promotion of this unique cultural heritage.
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