Nativo
An identity that walks
free and barefoot
Nativo
An identity
that walks
free and barefoot
Context, challenge and objectives
Nativo Hotel is the new project led by the team behind Aguas de Ibiza Grand Luxe Hotel. Located in a peaceful seafront area in Santa Eulalia del Río, Ibiza, it proposes an experience they define as a return to Mediterranean simplicity: spaces filled with garden areas, wide terraces with swimming pools, abundant natural light and sandy zones within the hotel where you can stroll barefoot…
A desire to integrate the natural surroundings into the hotel’s facilities; a place where the wild and the bohemian meet to create the ultimate relaxing experience summed up in the claim “Barefoot luxury.”
The hotel incorporates proposals linked to a much more conscious form of tourism. Natural materials have been used in the interior design, following the principles of minimalism and wabi-sabi, embracing the beauty of the organic, the imperfect and the natural. Additionally, the presence of Omar Malpartida at the heart of its culinary offerings speaks to the gastronomic commitment to local producers and seasonal products.
This new hotel experience is designed for a younger audience with a different concept of luxury compared with the typical clientele of Aguas de Ibiza.
THE POST LUXURY
While they have always worked around a more natural idea of luxury than the traditional kind, this new proposal makes a leap by responding to the new concerns of this customer profile. The truth is that the definition of what we consider luxury is changing — and in fact it has been changing for a long time. Gone are the days of gold, omnipresent logos, opulence, pretense and the need to represent status. Historically, the aim of the luxury brand was to create a product seen as economically exclusive and superior. Today, customers still seek quality, but the way they define that quality has evolved.
Luxury is no longer about image but about feeling identity. Its nature has shifted profoundly over the last decade, moving away from the desire to possess exclusive goods toward prioritising other, often scarce, assets like time — and sometimes desired ones like achieving better quality of life. Today, luxury speaks more to the capacity of choice over how we spend our time and the connections between leisure and enjoyment than to owning valuable objects or money. It has much more to do with all that makes us free and allows us to grow.
The New Luxury Consumer
The luxury consumer profile has also changed and become more diverse. Although the traditional and classic profile still exists, this niche is joined by many younger people influenced by other cultures and markets — from tech-experimenters with a millennial bent who see innovation as a route to excellence, to more spiritual profiles who enjoy progress, value intelligence and surround themselves with elegance. Between them are traditional connoisseurs and socialisers — those who seek slow living as the ultimate expression of luxury — and the adventure seeker, the ideal profile for this hotel proposal, who pursues a different way of life and seeks authenticity in the experiences they choose.
In any case, they all share the need to feel authenticity in the product or service they contract, which must demonstrate genuine care not just for the customer, but also for the local culture and the planet, acting transparently and sustainably.
An identity that walks free and barefoot
To reflect this new concept, we developed a relaxed and organic identity — the pure spirit of Ibiza — defined by the presence and form of a singular, bohemian, wild and beautiful typeface: GlyphWorld in its meadow variant. This is not an arbitrary or purely formal choice. GlyphWorld is a typeface created and set within an alternative font world composed of nine landscapes: forest, meadow, flower, mountain, air, animal spirit, glacier, desert and moor.
The project pushes the boundaries of what a typeface can be by creating an emotional connection with our environment. It has a striking personality, and in the Nativo Hotel identity it moves free and barefoot over flat, elegant natural earth tones — from soft sand to intense olive green and ochre orange. Organic materials, simplicity and natural spirit come together for a proposal that invites us to walk barefoot, let ourselves be carried by the natural and wild life of Ibiza, appreciate the benefits of slow living, and dedicate time to relaxation and pleasure.