11.01.2022
Contemporary eyewear with a strong focus on shape. That’s KALEOS. That is how we define the brand DNA. We felt the need to translate these words into images and apart from all the visuals that we make each season (campaign photos, fashion films...), we wanted to have something atemporal that would translate these exact words into images. We thought that Natalia Swarz, the illustrator, and founder of Hotel-Weekend would be the perfect match for this project. We reached her we got the three best illustrations of the new KALEOS atemporal identity.
The focus is, of course, on the shape.
We also had the chance to interview her about her background, how she balances different creative projects, and her inspiration behind this KALEOS' project.
How did you start your career as an illustrator?
I started working when I was 17. My mom, who was a designer and painter, had recently passed and I had this burst of creativity I needed to use. I started posting on Tumblr everything I did and a few months later I was getting commissions for magazines and brands. Later on, I was focusing more on designing prints (for fabrics) for independent brands but also major ones like Zara and Mango. I am now working more on personal paintings and collaborating on meaningful projects with brands I love.
I know that besides being an illustrator you are also a graphic designer, creative consultant and you run Hotel-weekend. Can you tell us a bit more about how you balance all these different areas?
For my art, I like to take 1 or 2 commissioned projects per month and always leave space for personal work. It’s important for me to balance it.
Any future professional goals or projects you would like to share with us?
I would love to open a little hotel or guesthouse in Portugal’s countryside. That’s the ultimate dream.
For more short-term projects, this year is a big year for Hôtel Weekend. We are finally opening the doors to the Hôtel Weekend Club and launching a book! On a personal level, it will be a life-changing and very exciting year as we are welcoming our first daughter earth-side pretty soon.
What was the inspiration besides these illustrations for the new brand identity of KALEOS?
I was inspired by summers spent collecting stones and shells at the beach. Creating little totems with them and slowly sorting them out by size, type, or colour.
How would you define KALEOS?
Effortless elegance and impecable craftsmanship.
Two values I deeply admire and strive for in my own business too.