#USA #Los Angeles #brand refresh #Kids Furniture #Piccalio

Piccalio's Inspiring Brand Refresh

In September 2025, Piccalio, a prominent name in children's design, revealed a bold new look that signifies its transition from handcrafted wooden toys to sophisticated, elegant kids' furniture. Founded in 2020 in Los Angeles, Piccalio initially captivated audiences with its high-quality, aesthetically pleasing wooden toys. Over five prior years, the brand has expanded its offerings, embracing a philosophy that intertwines design with functionality for modern family living.

The Birth of a New Era

The evolution began with the success of its Foldable Helper Tower, a versatile piece that resonated profoundly with parents seeking safe, innovative furniture solutions for their children. Following this, Piccalio introduced additional products such as the Convertible Tower, Pikler Triangle, and various table-and-chair sets. Each item has been crafted with care, focusing not only on children's growth and play but also on ensuring that they seamlessly blend with home aesthetics.

Aneta Kostic, co-founder and creative director of Piccalio, summarized the brand's mission succinctly, emphasizing their commitment to infusing beauty into daily life. "In a sea of plastic kids' products, our mission is clear: bring design and beauty back into the everyday," she expressed during the launch event. She highlighted the shift towards timeless, cherished pieces that parents would appreciate rather than simply disposable toys.

A New Identity

Central to the brand update is a comprehensive redesign that includes a fresh logo and wordmark. Cait Goodman, the art director, explained the necessity for a symbol that embodies the warmth and elegance of Piccalio’s foundational values. The previous logo, she noted, felt disconnected from the brand's aesthetic aspirations. The new design seeks to represent both the spirit of their early days and an evolved, polished presence in the children’s furniture space.

Playful and Elegant

Piccalio's new visual identity beautifully merges refined typography with charming illustrations inspired by nature and everyday kitchen items. Tayler Worrell, senior director of marketing, added that this visual balance speaks to both children—who cherish playful designs—and parents—who appreciate artistic beauty in their living spaces.

A Thoughtful Color Palette

The updated color palette reflects a deeper connection to nature, featuring colors like Walnut, a sophisticated brown; Kiwi, a harmonious green; Sky, a soft blue; and Tomato, a timeless red. This palette has been strategically chosen to stand out in the traditionally pastel-dominated market of children's products, reinforcing Piccalio’s commitment to elegance and accessibility.

Goodman stated, "We wanted a system that felt instantly recognizable in the kids' furniture space—one that stood apart from the expected pastels."

Designed for Family Life

At the core of the brand refresh is the philosophy of being Kid Forward, Design Forward, Parent Forward. Households can quickly become overwhelmed with children's items, and Piccalio aims to change that narrative by creating furniture that is not only safe and functional but also beautiful. The argument is simple: children’s furniture should not only serve a purpose but also enhance the household's overall aesthetic.

In a landscape filled with disposable toys and clutter, Piccalio stands out as a brand on a mission to create lasting elegance in children’s spaces. As kids grow, their needs change, but the beauty and craftsmanship of Piccalio's offerings can be a lasting backdrop for family memories.

About Piccalio

Piccalio is dedicated to crafting stunning, sustainable furniture that prioritizes children’s growth and development while fitting seamlessly into family life. Their products adhere to the Montessori philosophy, ensuring that each piece is made with natural materials, superior craftsmanship, and uncompromising safety standards. As Piccalio continues to evolve, they promise to remain at the forefront of children’s design, helping parents create cherished memories through smart, beautiful, and timeless products.