About
Chapiness was a campaign proposal designed to promote Guatemala as a destination of joy — highlighting not just the country’s beauty, but the possibility of finding true happiness through its culture, people, and experiences. Rooted in the dual meaning of “Chapín” (a colloquial word for Guatemalan) and “happiness,” the concept aimed to capture the spirit of being happy + Chapín.

Challenges
Guatemala’s external tourism efforts suffered from outdated strategies and, in many cases, almost non-existent advertising. The lack of a cohesive international presence meant that the country’s warmth, energy, and potential for global tourism appeal weren’t being effectively communicated to the world.

Solutions
We proposed a fresh visual identity built around the concept of happiness — not just as a feeling, but as a cultural expression unique to Guatemala. By framing “Chapiness” as the fusion of happiness + being Chapín, the campaign reimagined tourism storytelling into something vibrant, emotional, and globally relatable.