Cala is dedicated to creating interior design accessories in collaboration with Mexican artisans. The designers work closely with the artisans using the traditional crafts and tools to create slightly more contemporary and unique pieces.
The project involved Naming, Branding, Creative Copy, Custom Type, Art Direction and Photography.
The name Cala was inspired by Diego Rivera's paintings, which featured Mexican artisans with calla lillies in the scene. "Kali" also means home in Nahuatl (the most spoken indigenous language in Mexico), which made the name feel even more familiar and adequate.
For the Brand Phrase, we combined the familiar sayings "Made in Mexico" and "Made by hand," and decided to use "Hecho a mano mexicana" or "Crafted by Mexican hands."
A special part of this project involved creating a custom typeface for the brand, which we called Cala Display. This is used throughout the communication as display text in the lookbook, social media, signage, etc. The type is inspired by very raw strokes to evoke a natural, slightly native look with a modern touch. There is an obvious calligraphic trait to the design, which connects to the handmade origin behind the crafted pieces, but the high-contrast speaks to a more fashionable audience.
This stenciled font is also really easy to reproduce and use for the store's material, such as boxes, bags, tags, signage, and other collateral.
ART DIRECTION & PHOTOGRAPHY
To make the experience completely consistent throughout all material, the Art Direction was carefully considered and executed to be used in the lookbook, social media and printed material. Again, we wanted to evoke Mexican art and were inspired by still-life paintings. This led us to include details such as wrinkled fabric, or integrating flowers or plants into the compositions, along with dramatic lighting.
Extracting individual pieces from Cala Display, a pattern was created for decorative material such as shopping bags or gift wrap.
Product Photography by Adriana Quintanilla