La Casa de Maly
A brand created to embrace memories, diversity, and the magic of growing up together.
La Casa de Maly was born as a space where play, care, and connection take center stage.
A store that wants to be more than a shop: a home for all kinds of families, a place where every choice—a toy, a garment, a small detail—carries intention and conveys affection.
The project needed a brand capable of expressing that sensitivity: warm, respectful, optimistic, and deeply human.
Context
To translate an emotional universe—made of memories, bonds, and small moments—into a brand system that is clear, kind, and recognizable.
The challenge lay in finding a balance between the childlike and the everyday; between the tenderness of play and the awareness of responsible consumption.
A brand that feels like home, yet communicates discernment.
The challenge
The strategy begins with an essential idea:
what you are offering is companionship in the moments that stay in memory.
From there, we defined a territory where the following coexist:
Affection: empathy, respect, and care as core pillars.
Diversity: all families, all rhythms, all forms of love.
Awareness: honest product selection, ethical criteria, and well-being.
The magic of memory: the small instants that later become cherished.
A brand that speaks softly but clearly, that accompanies without overwhelming, that invites without imposing.
Strategy
We built a visual identity that captures the project’s warmth and playful spirit:
modular shapes, joyful colors, friendly typefaces, and an aesthetic that evokes toys, houses, prints, and everyday details.
The logotype—with a Madrilenian gesture and a mid-century touch—adds closeness and character.
Graphic elements (modules, characters, maps, flowers) create a lively, flexible, and recognizable visual language across all applications.
The system adapts naturally to packaging, the physical store, social media, signage, and printed materials, always maintaining the same feeling: sweetness, play, and home.
Identity
La Casa de Maly unfolds as a universe full of details:
bags that speak of freedom to play, boxes that accompany every adventure, digital pieces that celebrate the magic of growing up, and a store that feels familiar from the very first step.
The identity is not decorative; it structures the entire experience and makes the brand’s intention visible: to create a respectful, kind, and conscious space for all families.
The brand in action
A warm, diverse, and radiant brand.
A visual and verbal system that conveys affection, respect, and joy.
An identity that turns Maly into what it aims to be:
a home for memories.
Outcome
Shall we create something together?
Designing a brand is creating a universe. If you’re about to start one, let’s talk.
Claim your free session
- No commitment to hire
- 30 minutes with experts
- Free and virtual
We would like to invite you to a personal session to get to know us and discover the potential of your project. We will listen to you, analyse your project and give you some ideas.
Claim your free session
- No commitment to hire
- 30 minutes with experts
- Free and virtual
We would like to invite you to a personal session to get to know us and discover the potential of your project. We will listen to you, analyse your project and give you some ideas.