El Salvador is a small nation, but it holds an enormous heart. It is a place of warmth, resilience, and beauty. Every summer, my mom made sure we returned to visit, no matter how busy life got. For her, it was more than a vacation; it was a way to stay connected to her roots. She always says that El Salvador is her home and always will be, no matter where she goes. My parents both came from that small but mighty country. This project is my way of honoring them, their courage, their sacrifices, and the home they carry in their hearts.
The Product
Many existing decks and journals are filled with Western or generalized designs, leaving little room for unique cultural voices. That is what inspired me to create Magia de El Salvador, a reflection deck that represents my heritage and tells the story of a country that is often overlooked. This deck celebrates the heart of El Salvador through its art, colors, and stories. Each card features illustrations inspired by Salvadoran imagery, including its landscapes, flora, fauna, and cultural symbols, paired with short, thoughtful reflections that encourage the user to pause and think. These reflections are not meant to predict or guide spirituality but to help people reconnect with themselves and feel proud of their roots.
COMPETITION AND UNIQUE VALUE
In the current market, Magia de El Salvador stands apart from competitors like Latin Love Oracle and VÁMONOS: San Salvador by Lil’ Libros. While Latin Love Oracle celebrates Latin culture through romantic and mythical themes, it is primarily a spiritual guidance deck meant for intuitive readings. VÁMONOS: San Salvador by Lil’ Libros, on the other hand, focuses on early cultural education for children, using storytelling and illustration to introduce Salvadoran landmarks and traditions. Magia de El Salvador bridges the two, it carries the warmth of cultural storytelling but is designed for reflection and self-awareness rather than fortune-telling or children’s learning. It offers a mindful, inclusive experience that can resonate with Salvadorans of all ages and backgrounds, as well as anyone interested in learning about the country’s beauty and history.
All interviewees mentioned that they are interested in learning more about their own culture to keep the legacy alive. It was also mentioned that finding some way for a cultural connection seemed interesting through a deck of cards that represented their homeland. They have also mentioned seeing a lack of representation in the media of El Salvador.
VISUAL STRATEGY
The visual strategy emphasized warmth, simplicity, and cultural authenticity. The designer wanted the deck to feel familiar and heartfelt, something that could belong on a coffee table or a desk as a daily reminder of identity and reflection. The imagery drew inspiration from Salvadoran textiles, folk art, markets, and daily life. The color palette was influenced by traditional patterns and natural tones found throughout El Salvador.
Marketing Strategy
The marketing strategy was rooted in cultural pride and accessibility. The goal was not to “sell spirituality,” but to share a creative reflection tool inspired by Salvadoran life and art. The deck’s tone is going to be gentle and inclusive, appealing to those who value mindfulness, journaling, or cultural design projects. The intended audience was bilingual young adults between 18 and 35 years old, as well as those interested in Latin American art and creative self-reflection practices. Magia de El Salvador tells the story of a heritage that deserves to be celebrated and preserved in a modern, creative form. This deck will be shared through social media, printed materials, and in the school gallery, using visuals and written messages in the cards and guidebook to highlight the culture and meaning behind the deck.