Piccalio refreshes its brand identity, evolving from toys to timeless kid-forward furniture that blends playfulness with modern design values. 

Los Angeles–based Piccalio has unveiled a refreshed brand identity that marks its evolution from a beloved wooden toy maker into a design-forward leader in children’s furniture. Founded in 2020, the company first gained recognition for Montessori-inspired toys that were as thoughtfully crafted as they were safe, pieces that supported growth and play while fitting effortlessly into modern interiors.

That early ethos—natural, minimal, and intentional—has since expanded into multifunctional furniture. The Foldable Helper Tower, Convertible Tower, and Pikler Triangle have become staples for families who see design as an extension of daily living. Piccalio calls this philosophy “kid forward, design forward”: furniture that grows with children while blending seamlessly into the curated rhythm of the home.

A Brand Refresh Rooted in Design Values

The updated identity brings refined typography, clean, timeless, and trustworthy, paired with warm, character-filled illustrations that nod to the playfulness of childhood. The visual system reflects a duality: objects and branding that celebrate a child’s sense of freedom, while satisfying parents’ desire for elegance, order, and materials they’re proud to live with.

Color plays a starring role, too. Anchored by Walnut, a grounding brown, and complemented by Kiwi, Sky, and Tomato, the palette avoids the clichés of pastel kids’ products, instead channeling a design language rooted in nature, longevity, and sophistication.

As Creative Director Aneta Kostic explains:

Children’s things don’t have to feel like clutter. They should be objects you’re proud to live with—backdrops to everyday memories, both big and small.

Designed to Be in the Way

Piccalio rejects the idea that children’s furniture should be hidden away. Instead, its pieces are designed to be in the way, meant to take up space with purpose, beauty, and function. For design-savvy parents, this philosophy offers a welcome alternative: furniture that respects both the needs of children and the aesthetics of a carefully considered home.

In an age when sustainability and longevity matter more than ever, Piccalio’s pieces are designed to be cherished, not discarded.

For designers, this brand refresh is a reminder that identity goes beyond logos or surface aesthetics, it’s about building a coherent visual and material world where products, philosophy, and branding all align.

Explore more at piccalio.com