The project “SOUV” is a scalable visual communication system created for a new type of phygital souvenir. Its identity brings together a logo, typography, colour, iconography, illustration, packaging, retail communication and campaign language within a single recognisable brand.

At the core of the system is a growing illustration library that translates Croatian destinations, landmarks, cultural institutions and events into collectible visual motifs. The project includes two product lines with complementary graphic approaches. “SOUV Eco” uses a cardboard card with UV printing and a warm, playful, expressive illustration style, while “SOUV Premium” applies coloured laser engraving on stainless steel, resulting in a more minimalist, architectural and precise visual language.

Both lines share a consistent composition, branding and information hierarchy, allowing each edition to stand independently within the wider “SOUV” collection. The system also extends to packaging, instructions, promotional materials, digital communication and two retail display formats: a freestanding display designed to attract attention and explain the new product category, and a compact version for smaller shops.

By combining local specificity with a coherent visual framework, “SOUV” creates an adaptable identity capable of growing across different locations, partners and formats while maintaining clear recognisability.