Selina Hostels

Selina is a hospitality brand reshaping travel across Latin America, offering stylish, budget-conscious stays and modern coworking spaces designed for the new generation of “macpackers”—seasoned, culture-driven travelers who blend work and exploration.

I led concept development and designed the brand identity, illustrations, and packaging system to reflect Selina’s shift from a youth-party brand to a more refined, experience-focused offering. The visual language draws from the heritage of South American indigenous cultures—translating traditional patterns, colors, and architectural motifs into bold, contemporary designs tailored to each region.

The result is a cohesive yet flexible brand that feels rooted, expressive, and globally relevant—capturing Selina’s vision of modern hospitality that blends cultural immersion, creativity, and connection.