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Maia - Me As I Am

How can emotional branding be used to create a meaning-first brand model that embraces vulnerability, discomfort, and uncertainty as part of the human experience for people experiencing a quarter-life crisis?

Project Brief
Design a brand-in-action.

Deliverables
Brand identity, Packaging, Retail store, Brand activation, Brand photoshoot, Brand collaterals

Project type
Academic project - Masters project

Role
Brand Designer

Team size
1

Duration
3 months

Tools used
Adobe Illustrator, Adobe Photoshop, Adobe Stock, Figma, Freepik AI, Scenario AI
What
Maia is a lifestyle brand that embraces imperfection and celebrates authenticity. It reflects the beauty of being human, messy, uncertain, and still in progress, offering a comforting presence amid the chaos of early adulthood and the quarter-life crisis.

Why
In a world that glorifies perfection and constant productivity, Maia exists to remind people that it’s completely fine to not have everything figured out. It stands beside its audience, offering emotional support, stillness, and a sense of companionship through life’s uncertainties.

How
Through its identity, packaging, campaign, photoshoot, and retail experience, Maia translates the comfort and honesty of everyday life, like being in your pyjamas, into a visual and emotional language. Every touchpoint is designed to feel relatable and reassuring, holding space for individuals to simply be themselves.

Logo The “i” in the logo represents the individual, with a scribble above it symbolising the emotional chaos of early adulthood. The logo itself is intentionally imperfect, with the “i” and the second “a” in “maia” misaligned, appearing to fall apart, visually reflecting the layered, unsettled, and dynamic nature of this life stage.




Brand Photoshoot

“Life in Progress : Real, Messy, Unfiltered.”


Maia’s User Journey Map

Brand Campaign - “with you”The “with you” campaign brings this to life, positioning Maia not just as a pyjama brand but as a companion through the full range of emotions, chaos, clutter, joy, and frustration of early adulthood.


Social Media




Website


Retail Store



Packaging