Decade reimagined Maisonette’s brand identity to reflect its evolution from a stylish kids’ clothing destination to a comprehensive marketplace for all things children. The refreshed system builds on the brand’s original doodle concept, expanding it into a cohesive world of patterns, colors, and illustrations that celebrate diversity and creativity across all families.
New York creative studio Decade refreshed Maisonette's existing identity to reflect its expansion from luxury children's clothing into a broader marketplace for kids. Preserving the spirit of Lotta Nieminen's original branding, the studio refined the wordmark and typography while adding a flexible system of colourful, hand-made illustrations, patterns, and motion.
BP&O features Lotta Nieminen Studio’s branding for Maisonette, an American online retailer of luxury children’s goods. The identity balances playful scribbles with modern sophistication through a simple monolinear logo, geometric typography, and gold foil detailing. The project demonstrates a refined approach that merges childlike spontaneity with high-end design sensibilities.