Our goal was to create an iconic T-shirt for Club Excursionista Gracia that serves as a badge of motivation. This new campaign identity is designed to resonate with a new generation of runners, blending performance motivation with a distinct visual style
The design centers on a dynamic interaction between four key characters: a determined Runner, a stubborn Donkey, a tempting Donut, and the iconic Cacaolat Boy.To capture a younger audience, the illustration should feel energetic and ironic, blending the grit of the sport with the joy of the reward
The primary objective of the campaign is to capture the attention of a younger audience and ensure that the well-known tradition is passed down through generations. Additionally, it is important to highlight that a key purpose of this initiative is to inspire hikers to complete the route.
