Itzart™ — Defining the brand purpose of a water marbling company.

Type of project: Branding
Focus: Brand strategy / Identity design

Itzart is a business based in Cancún, Mexico that offers a unique service and entertainment experience for locals and tourists. They provide a space in boutique hotels in which people can learn to create pieces of clothing using water marbling techniques.

The challenge.

Alicia, the woman behind Itzart gave me the mission to detect opportunity areas and unmet needs in the hotel industry to see if her idea of creating a water marbling business would have a good fit to market. She wanted to build a brand that could invite and inspire others to share a unique and fun experience during the time people spend inside boutique hotels.



I planned a 2 week qualitative research in Cancún in which I made observations and contextual interviews with tourists, locals and some hotel managers. The objective was to gain insights on which were some of the biggest pain points during the stay at different hotels.


After speaking with several people staying at different types of hotels there was an opportunity for Alicia's idea. For women between 45 to 60 years old, after spending from 2 - 3 days at the hotel, the experience starts to turn monotonous although they have access to amenities such as the pool, private beach, food court and bar service.

What they really want is to have more activities to do in the hotel during downtime in which their couples usually prefer to sleep or rest near the pool or the beach.


The brand.

The purpose behind the brand takes advantage of those downtimes to offer a space inside boutique hotels in which people can learn how to create custom pieces of clothing using a japanese water marbling technique called Suminagashi.

The slogan "Made by you, made for you" is one of the main foundations of the brand, the concept behind it is that people learn a new and fun technique, interact and share that moment with others and take their own creations back home and share their experience with their loved ones or even used it as a souvenir that can trigger a conversation and memory related to the the experience with the brand.


Identity design.

I wanted to keep it simple and elegant, using a subtle blue color palette and typography as the main design elements that work well when combining the graphic elements with colorful photos and images.

Label application.
Bag application.
Cards application.
Photo application.
Let's talk
Or save my email for the future.

Oops! It's better if you see this website in a vertical position. Sorry for the inconvenience.