MAMAVANA
CLIENT: Mamavana
LOCATION: Victoria, Australia
CATEGORY: Doing good for people and the planet
OUTCOME: A lovin-infused brand identity
Mamavana couldn’t be more in alignment with doing good things for people (and not to mention the planet too!). Mamavana is a soon-to-be eCommerce store with natural, vegan, Australian made and cruelty free products to support mamas wherever she may be on her prenatal, pregnancy or postpartum journey.
Not only is it women supporting women, but mums supporting mums, and a space that allows the mama, as powerful as she is, to truly heal through her pregnancy, birth and postpartum journey. To create a space where mums feel safe, but also valued and worthy of a whole lotta ‘me time’ and self care. A space that is made purely and only for her.
To allow this brand to resonate with an audience that is bombarded with so many baby-oriented products and services, Mamavana came out with a bang and owned the space, and aims to shift the mindset of new mums and their close family and friends, to stand out from the crowd which Mamavana truly deserves.
The unique offering from Mamavana, is that it isn’t about the bub at all – it’s completely and wholly focussed on the mum. We shaped this identity around femininity, with a wordmark that reflects all the perfect womanly curves, lumps and bumps that are created during pregnancy and postpartum.
Although femininity and womanhood is at the core of this brand identity, she still needed to stand out in a flooded category – that’s where we landed on a chunky, bold logo supported by a bright palette, and a set of uniquely curved branding icons.
Check them out on the gram.
How is this doing GOOD things for people and our planet?
Mamavana takes a mama-first approach. Prenatal, pregnancy and postpartum is so often completely focussed on the baby, forgetting that the mum may be really struggling physically and mentally with this journey. Mamavana provides a platform of support where the baby isn’t even part of the question, it’s completely about the mum. A place where she can go to feel heard, where she can feel not-so-alone, and where she can purchase products that will support her on this journey.