Xela
The Challenge:
XELA is a soulful retreat for travelers, wanderers, sojourners, and like-minded spirits deep in the heart of the Mexican Caribbean. This private beachfront villa turned boutique hotel offers breathtaking scenic views and bountiful memories.
The concept was inspired by the natural beauty and authentic, bohemian culture of Tulum, paired with the reappearing theme of holistic wellness with a relaxed, contemporary feel. Our client needed a timeless brand capable of evolving into a lifestyle collection of fragrances, apparel, linens, and body care products.
Our Approach:
Gathering seashells is an iconic pastime for anyone who has vacationed at the beach. Inspired by the fossilized impressions of seashells, this brand expresses the wellness, luxury, and comfort of the barefoot lifestyle. We translated that theme for XELA into visuals, branded elements, signage, and all on-and-offline marketing, while communicating an enlightened, modern take on ‘wellness.’
In everything we do—from branding to bathrobes, personality to packaging, keywords to key cards—we balance beauty and function. Washing up on the seashores of Tulum, this new concept of laidback hospitality is the gateway to the wild and authentic.
