Maresme Respira
An identity that invites you to pause, breathe and reconnect
Branding, visual identity, graphic system and campaign communications.
How can a diverse range of wellbeing experiences be transformed into a tourism proposition with a distinctive identity, capable of setting a territory apart and strengthening its positioning?
This is the challenge behind Maresme Respira, an initiative by the Consorci de Promoció Turística Costa del Maresme to promote wellbeing tourism and showcase the region’s natural, scenic and gastronomic attractions.
At Medina Vilalta & Partners, we have developed a brand identity and visual system that translate the values of wellbeing — calm, balance, connection and nature — into a distinctive, coherent and recognisable visual language.
A brand that breathes
The creative concept stems from an idea that is as simple as it is universal: breathing is the first step towards reconnecting with ourselves and our surroundings.
This idea is brought to life through a distinctive graphic device: two parentheses symbolising a pause, a space to breathe. Integrated into the Maresme Respira concept, they become a defining element of the brand and a recurring thread throughout its visual language.
One of the project’s main challenges has been to create a visual system capable of bringing together multiple activities, businesses and experiences under a single identity. We have developed a graphic architecture structured around four wellbeing themes, each with its own colour palette:
> Blue wellbeing: the sea, calm and mindful movement.
> Green wellbeing: nature and connection with the surrounding environment.
> Mediterranean flavours: healthy eating, gastronomy and vineyards.
> Inner wellbeing: spas, therapies, breathing and mindfulness.
This colour-coding system, combined with a consistent photographic style, a clear typographic hierarchy and a set of functional icons, makes it easier to identify the different offerings while ensuring visual consistency across the entire brand.
The result is a flexible and versatile identity designed to adapt to different content, formats and communication channels without losing its distinctive character.
From branding to experience
Maresme Respira demonstrates how branding goes beyond creating a visual identity: it builds a shared narrative, brings coherence to a diverse range of experiences and helps strengthen the territory’s positioning through a distinctive value proposition.