Alice Maison.
Brand identity and editorial piece for a Madrid-based artisan upholstery atelier making made-to-measure headboards and other pieces.
Alice Maison was founded by Alicia Roca Canales, an interior designer who, after a decade spent sourcing headboards for her own residential projects, realised she wanted to make the pieces herself — designed to the room, upholstered by hand in Madrid workshops.
The commission was the full identity: wordmark, the first catalog of six silhouettes, and the templates her Instagram would run on. The brief was quiet — no excess, no trend, no false artisanal.
The system that came out of it is built around a hand-drawn vase and a pair of typographic voices — Instrument Serif for the mark, headlines and model names, Inter Tight for the running text and the data. Bone, olive, carbon, a terracotta accent. It is a brand that can live in a label stitched to a cushion as readily as on a doc.
A 29-page
catalog, in brief.
01 · Cover
02 · The six
03 · Victoria
04 · Fabrics
Nothing is made twice the same.— Alice Maison, catalog 2026 opening page
The system is built so a workshop in Madrid can print a swatch book, cut a care label, update the Instagram grid and send an invoice without reinventing the brand each time.
Six silhouettes in the first catalog: Sofía, Manuela, Sara, Juana, Victoria, Paloma. Each one modular at three sizes, each one upholstered in the fabric of the room it will live in.
- Design
- Alicia Gálvez
- Illustration
- Alicia Gálvez
- Editorial system
- Alicia Gálvez
- Client
- Alice Maison, Madrid · Alicia Roca Canales
- Typography
- Instrument Serif · Inter Tight
- Year
- 2026
