Inspired by the design of a stable in Argentina, where architecture and nature coexist in harmony, the brand's identity reflects this connection through patterns reminiscent of its architecture, creating a sense of place in its printed and digital media.

The Maison d'Etto visual identity by Studio Lotta Nieminen features graphic shapes paired with a moss green colour, symbolising nature and adding a softer touch to the geometric patterns. Adopting a gender-neutral approach, it strikes the perfect balance between femininity and masculinity. The logotype and abbreviated monogram feature exaggerated spacing between elements, breaking away from traditional type treatments. This detail-focused approach to design, including the use of high-end materials and printing methods, highlights the luxurious factor of the product. The resulting Maison d'Etto identity exudes elegance, while skillfully blending classic and avant-garde elements.

Patterns form a key component of the Maison d’Etto visual identity. Inspired by the worlds of art and architecture, the patterns made use of geometric shapes to create a sense of movement and space. The use of these patterns in print materials, such as blind embossing, provides added tactility, while also being used as overlays on photography.

The Maison d’Etto packaging is designed by Studio Lotta Nieminen as keepsake and crafted from Japanese paper mill Takeo’s Biotope paper stock, which is both sturdy and environmentally-friendly. The matte, deep moss paper stock is blind embossed with the Maison d’Etto pattern, featuring the brand’s logo and copy hot stamped in white, creating a highly tactile finish. The fragrance bottle exudes elegance, with its dome-like cap resembling a piece of art and floating over the circular bottle. The geometric pattern is carried throughout the design, appearing on the ribbed texture of the label.

The website of Maison d’Etto is designed to be both aspirational and utilitarian. It features strong editorial imagery to tell a compelling story, while providing clear and detailed information about the products. Olfactory information is also included to aid consumers in making informed purchasing decisions, even if they have not personally smelled the fragrances.

For its debut on textiles, Studio Lotta Nieminen applied an intricate pattern that covers a substantial surface to form an abstract facade. The design features two inverted colourways, offering versatility and the appearance of a constantly changing building, viewed from different angles and under different lights. The deep moss green hue, which is prevalent in the rest of the brand's identity, alludes to a connection with nature while imparting a softer touch to the geometric shapes.