BRAND DESIGNER · NEW YORK
Brand Identity
BRAND IDENTITY · EDITORIAL DESIGN · ILLUSTRATION
Alice Maison is a bespoke upholstery brand based in Madrid, founded by interior designer Alicia Roca.
The studio designs made-to-measure headboards, hand-upholstered in local artisan workshops — six distinct silhouettes, each with a woman’s name, each born from a conversation about the space it will live in.
ALICE MAISON - CATALOG COVER
PRIMARY - VERTICAL
PRIMARY - HORIZONTAL
ISOTYPE - AVATAR - STAMPS - PATTERN
MONOGRAM
Alice Maison is a bespoke upholstery brand based in Madrid, founded by interior designer Alicia Roca Canales. The studio designs made-to-measure headboards, hand-upholstered in local artisan workshops — six distinct silhouettes, each with a woman's name, each born from a conversation about the space it will live in. The name honours Alicia's French great-grandmother and the word maison: not just a house, but a workshop with its own name.
CLIENT
Alice Maison
YEAR
2026
ROLE
Brand identity
Editorial design
Illustration
DELIVERABLES
Logo system, brand manual, 2026–2027 catalog, stationery
01
Aproach
The identity was built around a few deliberately quiet decisions. An olive-and-bone palette moves away from the warmer tones usually associated with artisanal brands; a high-contrast serif paired with a humanist sans holds the elegance without stiffness; and a hand-drawn vase isotipo carries the trace of the hand into every application.
02
Logo system
A vertical lockup built around a hand-drawn vase, a wide-tracked wordmark and a quiet descriptor. Four versions — vertical, horizontal, isotype and monogram — adapt the mark to every scale, from the catalog cover to a stitched label.
03
Palette
04
Typography
A high-contrast serif for voice and a humanist sans for everything else. Instrument Serif carries the wordmark, the headlines and the names of the models — always set in uppercase with wide tracking. Inter Tight takes the body, the data and the fine print, in light and regular weights.
05
Illustration
The brand's symbol is a hand-drawn vase holding wildflowers — stems rising from a round, patterned base. Illustrated by hand to carry the trace of the artisan into every application:
the catalog cover, the social avatar, the stitched label.
06
The catalog
The entire collection,
in a single booklet.
A 22-page square booklet, structured around the four decisions behind each commission: form, measurement, fabric, finish. The cover reverses the brand’s palette : deep olive with cream bands and the interior pairs Instrument Serif for voice with Inter Tight for the technical data. Each silhouette gets its own spread; the fabric library sits in the middle.
