Museo del Arroz

Museo del Arroz de Valencia is a visual identity redesign developed as a Bachelor’s Thesis, with the aim of giving new relevance to a museum dedicated to preserving and sharing the history of rice culture in Valencia.

The project starts from the idea that modernising a cultural institution does not mean leaving its past behind. Instead, the identity looks closely at its surroundings, drawing inspiration from the rice-growing landscape of La Albufera, traditional Valencian ceramic street signs and the visual codes associated with local rice culture.

The resulting system brings together a custom typeface, colour, photography and graphic borders built from rice-grain shapes. These elements extend across signage, editorial pieces, packaging, digital communication and the museum space, creating a flexible identity that connects tradition with a contemporary visual language.

At its core, the project is about using design to give new value to local heritage. By bringing together culture, education, local production and KM0 consumption, the identity helps the museum tell the story of rice not simply as a product, but as part of Valencia’s landscape, history and collective identity.

Created in collaboration with Marc Usó, who designed the custom typeface developed for the identity.

Year: 2025
Client: Self-initiated project / Museo del Arroz de Valencia
Sector: Culture & Heritage

Art direction – Branding – Creative direction – Editorial design – Identity – Packaging design – Signage – Strategic design – Visual identity