Origins
Narrative Identity

Decohogalia was founded as a practical solution to a real need: to provide Menorca with a home goods store offering design, quality, and reasonable prices in a market polarized between the very basic and the very expensive.

Fifteen years later, the brand has expanded in three different directions. What began as a single format has evolved into a brand architecture comprising three distinct lines: Decohogalia, Basics, and Origins.

The challenge: two brands, two different questions

Origins opened its doors in April 2026 with a specific challenge: to coexist alongside Decohogalia without being confused with it. The goal was not to create a sub-brand or a premium version of the same thing, but rather to explain why two spaces under the same roof cater to completely different needs.

Decohogalia answers the question: How do I make my home functional? Origins answers the question: How do I want to live in it?

They don't compete. They complement each other. But that difference, so clear in intent, needed to be reflected in the language.

The process

La Deriva worked on two fronts simultaneously: building the narrative identity of Origins from the ground up and refining the existing identity of Decohogalia as the parent company.

For Origins, we developed the brand manifesto—the foundational text that articulates the brand’s purpose, values, and the way it engages with its community—and defined its tone and voice: the register in which the brand speaks, the words it chooses and those it avoids, and the emotional distance it maintains with its audience.

The result is a distinct style for each line that allows them to coexist harmoniously: Decohogalia speaks to practicality, while Origins speaks to desire.

What was delivered

Origins Brand Manifesto, tone and voice guide, and a document outlining the narrative differences between the two lines, to serve as a reference for all future communications: website, social media, labeling, and campaigns.