Maisonovo brand identity redesign
A full brand identity system for a New York-based home goods brand — from strategic research to packaging, web, and social.
BRAND IDENTITY · PACKAGING · WEB DESIGN · SOCIAL MEDIA · 2025
Brief & Challenge
Maison Novo is a New York-based home goods brand that sells sustainable soap dispensers and other home goods on Amazon and on their own website. Despite having a quality product and a loyal customer base, the brand's visual identity felt disconnected from the audience it was trying to reach — environmentally conscious millennials and Gen Z consumers who care deeply about how a product looks on their shelf, not just what it does.
The goal was to develop a complete brand identity that felt warm, expressive, and distinct in a market dominated by cold minimalism — without losing the brand's core values of sustainability and everyday functionality.
My role: Creative Direction · Brand Strategy · Visual Identity · Packaging Design · Web & Social Mockups
Understanding the Customer First
Before defining any visual direction, I mapped out three distinct buyer personas based on the brand's existing customer data and market research. Each persona represented a real segment of Maison Novo's audience — with their own aesthetic references, buying motivations, and digital habits.
The Eco Aesthetic Girlie (25–35) shops brands like Glossier and Gohar World, and wants her bathroom to match her Pinterest board. The Chill Creative Environmentalist (24–33) buys products he can reuse and that actually look good — sustainability isn't a compromise, it's a filter. The Gen Z Maximalist Homemaker (20–28) lives on TikTok and Recraft, and is drawn to brands where the packaging is part of the content.
This research shaped every design decision that followed — from the color palette to the typographic personality to the pattern system.
Three creative directions were explored and presented to the client. The chosen direction — Vintage Coastal Chic — draws from the warmth of a sun-drenched summer coast filtered through a retro, slightly maximalist lens. References included brands like Celandine and Gison, editorial beach lifestyle imagery, and the bold typographic energy of 70s West Coast design.
The color palette was named and organized around natural coastal elements: Terracotta, Sea, Mint, Tangerine, Sun, Cloud, Lavender, Sand, and Seaweed. Each color was designed to work independently as a product line identifier and together as a cohesive system.
Vintage Coastal Chic
Building the System
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Logo
The wordmark retains the brand's distinctive typographic contrast — "maiso" in bold roman, "novo" in italic — which creates a visual rhythm that feels both confident and playful. The full logo is complemented by four icon variants: the "m." monogram set inside hand-drawn organic shapes in each of the palette's key colors.
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Typography
uses three fonts with distinct roles — Recoleta for expressive display headlines, Cooper Noveau for playful accent text, and Poppins for clean, readable body copy. The combination gives the brand a voice that feels editorial and warm at the same time.
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Illustration
a custom set of 16 organic shapes inspired by coral, kelp, stones, and coastal flora — acts as a flexible visual language. These elements appear across packaging, social posts, and web backgrounds without feeling repetitive.
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Patterns
four distinct surface patterns derived from the illustration set — give the brand an immediately recognizable texture across any format or product line.
Applications & Results
On packaging, the identity system was applied to three product lines, each with its own color and pattern combination while sharing the same visual language. The result is a product family that reads as cohesive on a shelf but gives each SKU its own distinct personality — a critical advantage in e-commerce environments where thumbnail differentiation drives click-through.
The identity was extended into digital environments to demonstrate full-system thinking. The Instagram profile mockup shows how the illustration system, warm color palette, and expressive typography translate into a recognizable and scroll-stopping social feed.
The website redesign — shown in desktop, tablet, and mobile — applies the same visual energy to a functional e-commerce layout, with the headline "Elevated essentials for everyday rituals" anchoring the brand positioning above the fold.
Maisonovo
Maisonovo
The final proposal repositioned Maisonovo as a lifestyle-led sustainable brand, moving beyond purely functional messaging and creating a stronger emotional connection with its audience.
The project demonstrates a strategic approach to branding that combines audience insights, visual storytelling, and art direction to build a more distinctive and relevant brand identity.
Client: Maisonovo | Location: New York, USA | Year: 2025
Scope: Brand Identity, Packaging, Web Design, Social Media
Tools: Adobe Illustrator · Adobe Photoshop · Figma
All visual work shown in this case study was created by Victoria Argüelles at W4 Management (New York, USA) for Maisonovo as the client. All rights to the final deliverables belong to Maison Novo and W4 Management. Work is shown here for portfolio purposes only.