Malina
Overview
Malina is a coffee shop inspired by the bond between a mother and her daughter — both passionate about coffee and creating bonds. The founder named the shop after her daughter, Malina, turning the brand into a tribute to shared warmth, love, and connection.
My role was to develop the brand identity from concept to visuals, including the messaging, illustration style, and tone of voice. While I led the creative direction, the founder played a key part in shaping the story and emotional foundation of the brand.
Concept
Malina is about connection and the brand was built around the idea that coffee is more than a drink — it’s a shared ritual that brings people together. Every element, from the name to the illustrations, reinforces this feeling of closeness and authenticity.
my choices
Although I led the branding and design decisions, this project was deeply collaborative. The founder’s story guided every creative choice, helping shape a brand that feels personal and authentic to her vision. Together, we built more than just a visual identity — we built a story that people can feel.
We chose warm, comforting tones and a minimal design system to reflect Malina’s personality: delicate yet grounded. The custom illustration of two women sharing coffee visually represents the emotional connection at the center of the brand. Malina’s voice is caring, sincere, and human. Every word is meant to feel like a warm invitation — not overly playful or trendy, but genuinely comforting.
"Bringing
people
together."
