Maytoni brand evolution

Published April 1, 2026

Freelance support during the strategic realignment and rebranding process of Maytoni, an interior lighting brand based in Münster. Building on the redefined brand essence and the tagline “Shaping Spaces and Stories,” we developed an evolution of the corporate design. Core elements include a new typographic identity, a revised color system for categorizing lamp categories, and a reimagined visual language. In addition to the graphic implementation of various touchpoints across areas such as traditional business stationery, editorial design, retail, and social media, the collaboration also included consulting on topics such as product development, collaborations, content production, and packaging.

The brand and marketing strategy for European markets was devised by Jan Wagner van der Straten / Maytoni. Carina Mähler worked with Jan Wagner van der Straten on the brand creation, using Suisse Int’l by Swiss Typefaces and Romie Regular by Margot Lévêque. The 3D renderings for the catalog cover are by P1 Studio.

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