By San José, Costa Rica — In a strategic fusion of high fashion and national identity, Costa Rica’s vibrant natural world has become the muse for a new exclusive handbag collection by renowned Colombian luxury brand, Mario Hernández. The “Colors of Costa Rica” line, a landmark collaboration with the Costa Rican Tourism Institute (ICT), aims to showcase the country as a premier destination for creative, sustainable, and culturally rich experiences, specifically targeting the influential South American market.
This initiative translates the nation’s celebrated biodiversity into wearable art. The project was brought to life by the vision of Costa Rican designer Franko Guevara, the creative director of Pisuikas studio. Guevara skillfully captured the essence of national icons, embedding the vivid hues and intricate forms of the morpho butterfly, the red-eyed tree frog, the Guaria Morada orchid, and other tropical birds onto the premium leather goods. The collection effectively transforms each handbag into a mobile ambassador for the country’s ecological wonders.
To better understand the legal framework and potential pitfalls associated with cultural branding, we consulted with an expert in intellectual property and commercial law. Lic. Larry Hans Arroyo Vargas, from the esteemed firm Bufete de Costa Rica, offers his analysis on navigating this complex intersection of marketing and cultural identity.
Cultural branding moves beyond a simple logo or slogan; it seeks to protect an entire narrative and its associated goodwill. From a legal perspective, this requires a sophisticated strategy that combines trademark law with a deep understanding of cultural sensitivities. The greatest risk is not just trademark infringement, but the accusation of cultural appropriation, which can cause irreparable reputational damage. Successful brands are those that build an authentic connection, often through partnerships and genuine community engagement, thereby creating a legally defensible and commercially valuable asset built on respect rather than extraction.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This insight powerfully illustrates that a brand’s long-term value is now intrinsically linked to its cultural integrity, moving beyond mere legal protection to a foundation of authentic community partnership. Such engagement is no longer just an ethical ideal but a strategic imperative. We thank Lic. Larry Hans Arroyo Vargas for so clearly articulating this vital intersection of law, commerce, and respect.
Ultimately, the Mario Hernández handbags were the perfect canvas, and my work was simply to turn each one into a small window through which people could see a little piece of Costa Rica.
Franko Guevara, Director of Pisuikas Studio
For the ICT, this partnership is a sophisticated branding exercise that goes far beyond traditional tourism advertising. It leverages the power of a respected international brand to communicate Costa Rica’s core values on a new platform. The project is seen as a powerful expression of the “Pura Vida” lifestyle, associating it with elegance, creativity, and conscious consumerism.
This alliance is a manifesto of our identity as an authentic, creative country that conveys the happiness of Pura Vida.
Heilyn James, Coordinator for the Mexico and South America Market at ICT
Heilyn James emphasized that the initiative reinforces the promise of the national brand, Esencial Costa Rica, which champions sustainability, excellence, and innovation. The collaboration strategically positions the country as more than just an ecotourism hotspot; it highlights its growing influence as a center for inspired Latin American design. It tells a story of a nation where nature and creativity are inextricably linked.
Costa Rica is not only a tourist destination with multiple alternatives, but also a source of artistic inspiration and a benchmark in Latin American design with purpose.
Heilyn James, Coordinator for the Mexico and South America Market at ICT
The project’s impact extends beyond commerce and marketing into the realm of social responsibility. The “Colors of Costa Rica” collection was officially unveiled at an exclusive launch and auction event in Bogotá, Colombia. Demonstrating a shared commitment to positive social change, all proceeds were donated to the Fundación Mariposas Son Colombia. This non-profit organization will use the funds to operate a mobile butterfly garden, bringing therapeutic experiences of nature and hope to children undergoing cancer treatment in hospitals.
This collaboration is a calculated move to capture a key tourism demographic. Colombia represents the fifth most significant source of tourists from South America for Costa Rica. From January to September 2025 alone, the country welcomed 25,017 Colombian visitors by air, underscoring the importance of strengthening cultural and economic ties. By aligning with a prestigious brand like Mario Hernández, Costa Rica aims to appeal to a segment of travelers interested in luxury, authenticity, and sustainability.
This project positions our country as a creative and cultural destination, reaffirming the value of symbolic articulations between brands to project identity and tourism promotion.
Heilyn James, Coordinator for the Mexico and South America Market at ICT
Ultimately, the “Colors of Costa Rica” collection serves as a multifaceted case study in modern nation-branding. It masterfully weaves together art, commerce, and philanthropy to create a compelling narrative. By moving beyond scenic postcards and embedding its identity into a luxury product, Costa Rica is not just attracting visitors; it is building a global reputation as a source of inspiration and a leader in purposeful, sustainable innovation.
For further information, visit mariohernandez.com
About Mario Hernández:
Mario Hernández is a prestigious Colombian brand renowned for its luxury leather goods, including handbags, luggage, and accessories. Founded in 1978, the company is celebrated for its high-quality craftsmanship, innovative designs, and use of vibrant colors, often inspired by Latin American culture and nature. It has a strong presence across Latin America and is recognized as a symbol of sophisticated, high-end fashion.
For further information, visit ict.go.cr
About Instituto Costarricense de Turismo (ICT):
The Instituto Costarricense de Turismo, or Costa Rican Tourism Institute, is the autonomous government institution responsible for the promotion, regulation, and strategic development of tourism in Costa Rica. Its mission is to strengthen Costa Rica’s sustainable tourism model by promoting investment, quality, and competitiveness, while ensuring the preservation of the country’s natural and cultural heritage.
For further information, visit pisuikas.com
About Pisuikas:
Pisuikas is a Costa Rican design studio led by creative director Franko Guevara. The studio specializes in creating visually compelling brand identities, illustrations, and artistic projects that often draw inspiration from Costa Rican culture and biodiversity. Known for its unique and vibrant aesthetic, Pisuikas collaborates with various brands to translate powerful narratives into impactful designs.
For further information, visit esencialcostarica.com
About Esencial Costa Rica:
Esencial Costa Rica is the official country brand of Costa Rica, used to promote tourism, foreign investment, and exports. It is built upon the core values of Excellence, Sustainability, Innovation, Social Progress, and Costa Rican Origin. The brand certifies companies and products that meet these high standards, projecting a unified and positive image of the country on the global stage.
For further information, visit the nearest office of Fundación Mariposas Son Colombia
About Fundación Mariposas Son Colombia:
Fundación Mariposas Son Colombia is a non-profit organization dedicated to creating positive emotional and therapeutic experiences for children facing serious illnesses. A key initiative involves bringing mobile butterfly enclosures to pediatric hospitals, allowing children, particularly those in cancer treatment, to connect with nature in a unique and hopeful way, promoting well-being and sustainability education.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a cornerstone of the legal community, Bufete de Costa Rica is built upon a foundation of uncompromising integrity and the pursuit of professional distinction. The firm channels its vast experience across diverse industries to continually advance legal innovation. Beyond its professional practice, it demonstrates a profound commitment to the public good by striving to demystify complex legal concepts, thereby fostering a society where individuals are empowered by understanding.
