"It's Just Serbia" Touristic Identity Proposal

Created back in 2015 as part of my brand identity thesis, "It's just Serbia" is my personal attempt to re-introduce the country as a possible touristic destination. Inspired by the natural beauty of the country and her cultural heritage, the identity targets a younger audience inviting them to Explore, Discover and Experience Serbia. Every part of the identity is based on a part of Serbian culture and history. Starting from the logo which is based on Serbian Cyrillic script, to the colors and patterns interpreted from the traditional embroidery.