Piccalio Unveils Brand Refresh: From Toys to Timeless Kid-Forward Furniture
LOS ANGELES, Sept. 24, 2025 /PRNewswire/ -- Piccalio, the design-forward brand redefining kids' spaces, today announced the launch of a refreshed brand identity that reflects its evolution from a beloved wooden toy company to a leading voice in children's furniture.
Founded in 2020 in Los Angeles, Piccalio first gained recognition for beautifully crafted wooden toys that combined high safety standards with elegant design. Over the past five years, Piccalio has expanded its core collection to include multifunctional furniture pieces for children — products designed not only to support growth and play but also to blend seamlessly into the family home.
Piccalio's bestselling Foldable Helper Tower paved the way for its evolution. The Convertible Tower, Pikler Triangle, Table & Chairs Set, and additional furniture launches soon followed, each designed with parents in mind: safe, ethically made, timeless pieces made to be cherished — not discarded.
"In a sea of plastic kids' products, our mission is clear: bring design and beauty back into the everyday," said Aneta Kostic, Co-founder and Creative Director. "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."
A New Identity for Our Next Chapter
At the heart of Piccalio's brand refresh is a new logo and wordmark that balances timelessness with play.
"The logo was one of the first brand components I wanted to examine and improve," said Cait Goodman, Art Director. "The original mark felt disconnected from Piccalio's guideposts of timelessness, elegance, and simplicity. The challenge was to design a new wordmark that carried some of the spirit of our beginnings while feeling more polished and trustworthy."
The updated identity pairs elegant typography with warm, character-filled illustrations that anthropomorphize things we find in nature and our kitchen. "That tension — the balance between playful childlike details and refined design — was essential," Tayler Worrell added, Sr. Director of Marketing. "It ensures our brand speaks both to children's sense of freedom and joy and parents' appreciation of beauty."
Color With Purpose
The refreshed color palette deepens Piccalio's connection to nature and design.
- Walnut: A rich, earthy brown grounds the entire palette with elegance and accessibility.
- Kiwi: A warm green that harmonizes with both earth and sky.
- Sky: A soft, sophisticated blue that balances airiness with structure.
- Tomato: A versatile, timeless red that moves beyond gendered pastels.
"The intention was to evolve our brand by refreshing the existing palette," said Goodman. "We wanted a system that felt instantly recognizable in the kids' furniture space — one that stood apart from the expected pastels."
Designed to Be in the Way
With this refresh, Piccalio doubles down on its philosophy: Kid Forward. Design Forward. Parent Forward.
Family homes can fill up with stuff, fast. Tripping on toys, hiding their furniture in the playroom, wincing at the mountain of plastic kids' items that have accumulated in your home.
That's why we started Piccalio. To create furniture and toys that are functional, safe, and worthy of being seen in your home.
Designed to be in the way — because kids' furniture should be as beautiful as the rest of your home.
Piccalio: Kid forward furniture.
About Piccalio
Piccalio creates beautiful, functional, and sustainable kids' furniture designed to support family life with elegance and ease. Rooted in Montessori philosophy, each piece is crafted with natural materials, excellent craftsmanship, and the highest safety standards.
SOURCE Piccalio
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