MAELA · Case study

A handmade knitwear label, from mark to store

MAELA makes knitted bags, clutches and hats by hand. We designed the identity when the label was still Mana Atelier & Co, carried its knit monogram into the new name, and built the online store where the collections are sold.

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The MAELA online store open on a laptop on a round side table, showing its popular handmade bags

Overview

MAELA is a mother-and-daughter label: knitting passed down at home, made today with women artisans and shaped into quiet, modern bags in raffia and paper yarn.

The brand began as Mana Atelier & Co, and we designed its identity around a monogram that reads like a knitted stitch. When the name changed to MAELA, the monogram stayed, so the brand moved forward without losing what customers already knew. We then built the store that sells the collections.

Client
MAELA
Sector
Fashion & accessories
Platform
WooCommerce
Products
Handmade bags, clutches and hats
Market
Türkiye
Formerly
Mana Atelier & Co
Website
maela.com.tr (opens in a new tab)

Services used

Round blue and cream stickers with the knit monogram and the words Made with love
A kraft swing tag with the monogram tied with twine over patterned wrapping paper A cream shopping bag with the monogram and a matching swing tag on a deep brown ground
The original Mana Atelier & Co logo in blue: the knit monogram above the name The knit monogram in white on a blue square An Instagram story introducing the MAELA name, with the new store on a laptop and a red fringed bag
The evolution: the Mana Atelier & Co lockup, the monogram on its own, and the post that introduced MAELA.

What we did

One mark carried through a change of name, and a store built to show handwork up close.

  1. 01

    A monogram drawn from a stitch

    Interlaced lines that read as a knitted stitch and as a letter at once, with a warm coffee, charcoal and sage palette and a clean sans-serif wordmark.

  2. 02

    Stickers, tags and packaging

    The mark applied where customers touch it: round stickers, swing tags, woven labels, tissue and shopping bags, each print-ready.

  3. 03

    From Mana Atelier & Co to MAELA

    A new name and wordmark set beside the same monogram, so the change read as a step forward, announced on the store and on social media.

  4. 04

    The online store

    A WooCommerce store with large lifestyle photography, collections by series, product pages with colour options and care notes, secure card payment and a journal on handcraft.

The MAELA home page with a spring and summer campaign framed by instant photos

MAELA on a phone, opening on a woman carrying a large knitted tote · The MAELA shop on a phone with filters and a two-column grid of bags · A product page for the Harper beach bag on a phone, with colour choice and add to basket

The store on a phone: the home page, the shop and a product page.
A store section pairing a straw clutch with a candlelit terrace under the heading Designs that defy time
Editorial sections between the collections let the handwork be seen up close.

See it live

maela.com.tr (opens in a new tab)

Brand identity and WooCommerce store for MAELA, a handmade bag and knitwear label that began as Mana Atelier & Co and kept its knit monogram as the name evolved.

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