Bold, yet delicate; crisp, but with a pleasing roundness, the brand’s main logo encapsulates Calla Lily’s joyful and paradoxical approach to life.

Taking cues from the art of gem setting, we created a calligraphic flourish that speaks to the craft and personality that lies at the heart of the brand.

The brand also features an array of joyfully bold colours inspired by gems, as well as a custom-made marble pattern that expresses the brand’s distinctively quirky personality.

"Because Parable designed both the brand and space, we get to weave the two together to create a seamless experience. Things like using the colors of the brand and expressing it in materiality, and even creating flexible spaces that can be edited to express the customized service at Calla Lily.

Ken Yuktasevi

Director, Parable Studio

Designed to let the artisan flow through the space to whatever suits her needs best at that moment, the space utilizes contrasting textures and a system of flexible furniture to
accommodate all sorts of guests and occasions.


Name Cards, Gift Tags, Branded Ribbon, Care Card, Envelope, Paper Bag


Spatial Design: Ken Yuktasevi, April Tan, Yang Sok Ming Branding Director & Logo Design: Mark De Winne Graphic Designer: Lee Wen Ling Project Manager: Sarah Cheng-De Winne