MAELENA is a haircare brand inspired by Andalusian beauty and the tradition of long, carefully nurtured hair.

Built around four products, shampoo, conditioner, dry oil and hair mist, the brand focuses on protecting length, strength and shine from root to tip.

The challenge was to translate this idea of patience and devotion into a contemporary identity, balancing Andalusian heritage with modern minimalism.

The name MAELENA is derived from melena, the Spanish word for a long, flowing mane. The identity brings this meaning to life through a saturated Andalusian red, refined typography and a hand-drawn M monogram, complemented by tortoiseshell and silver details inspired by traditional vanity objects and craftsmanship.

The result is a feminine, distinctive visual system rooted in heritage, but designed for a contemporary beauty market.