The identity was created to reflect the brand’s playful, colorful, and approachable spirit, moving away from traditional catering aesthetics to embrace a more joyful and spontaneous experience around food. Malilía is also a deeply personal name: the way the founder, originally from Colombia, used to call her mother as a child.
Typography & Visual System
The identity combines a bold display typeface with handwritten elements to reinforce its handmade and approachable character. Playful illustrations and a vibrant color palette complete the system, inspired by the founder’s mother and her joyful, energetic personality.