¡Jaleló!—Pura Vida

Publication Design, Art Direction, Photography
Photography by Javier Ruiz, Fofo Acevedo, Unsplash


The Challenge

The idea of a travel guide to Costa Rica started as an entrepreneurial project with the distinctive characteristic of being curated by a Costa Rican—myself. All of the travel guides you can find in the market are created by tourists that have visited Costa Rica in the past. ¡Jaleló! stands out by providing more accurate information, coming from a local Costa Rican, and a better representation of our culture.

The Solution

¡Jaleló! is a pocket-sized travel guide targeted to adventurous costumers that are planning a trip to Costa Rica. The word “jaleló” is a friendly Costa Rican expression that means let’s go! An invitation. An adventure. Wether it is someone looking to retire there, or a backpacker who wants to experience Costa Rican culture, this book is a resource for planning your trip and a reference guide for spontaneous plans once in Costa Rica.


The Pura Vida Lifestyle

The consistent use of visual elements like bold typography, hand-drawn elements, use of pattern and bright colors, helps communicate the Pura Vida lifestyle of Costa Ricans. This quintessential Costa Rican phrase tells you everything you need to know about the Costa Rican approach to life. Simply translated, Pura Vida means “pure life”, but it’s more than just a saying—it’s a way of life. It’s an emotion, it’s an attitude, it’s happiness. This phrase has many meanings, all friendly: great, hello, nice to meet you, thank you, you’re welcome, goodbye.

Pura Vida it’s a way of life—it’s an emotion, it’s an attitude, it’s happiness.