La Mallorquina, a Barcelona-based home textiles company founded in 1947, initiated a rebranding to strengthen its leadership and connect with a younger audience. The project began with an in-depth review of the catalog, retail touchpoints, and communication dynamics to identify long-built brand assets and update elements that had become outdated.

The new identity balances heritage and contemporaneity: it revisits typographic cues from the brand’s early years. All typography is set in Neutraface. It is paired with Basic, a custom typeface inspired by garment-care icons and based on Neutraface. ESIETE completed the system with a flexible visual language, designed to be applied consistently across packaging, retail, and campaigns, and to represent the diversity of collections season after season – reinforcing a perception of quality and trend-forward design.

Specimen of Basic, the custom typeface for La Mallorquina

Catalog covers from 2013

Catalog from 2014, with the custom Basic typeface in use on the back