Mumkin

Logo Design, Brand Language Development, Brand Illustration, Packaging Design, Product Design

The Brand

Mumkin is a curated subscription service that gives expectant and new mothers a little TLC with nourishing snacks, self-care products, child-centric products and information resources to help them prepare for the new entrant in their lives. Each product in their neat hampers is carefully researched and vetted by experts to be of the highest quality.

The Brief

Mumkin asked us to design an identity and brand language that launched them as a young, lively brand, and which was flexible enough to adapt to their needs as they grew into different domains.

The Thinking

Moms today parent differently - they have well-researched opinions about how to raise their children, and are unwilling to unquestioningly take anecdotal advice given to them. While preparing for childbirth, and taking care of their babies, these moms place incredible importance on self-care, understanding that one cannot happen without the other. Mumkin had to speak the language of these new mothers.

In keeping with this understanding, Mumkin’s brand essence can be captured in these keywords: Informed. Mature. Confident.

The Visual Metaphor

The metaphor was direct. Self-assured moms of all shapes and sizes, both human and animal - engaged in acts of self-care , or tending to their little ones - were our mascot.

The Logo

With the Mumkin brand essence in mind, we decided the logo would avoid the usual symbols associated with pregnancy. Instead we designed it to exude a sense of care and friendliness, with a little bit of love incorporated into how the letters flow into each other, cradle each other, and terminate in soft ends. Compact and clean, it is legible even at a small size and can be stamped, etched, sewn or printed on multiple media without any loss in integrity.

The Brand Colour Palette

After a competitive study and several rounds of experimentation, a warm mature purple was chosen as the primary colour. This became the bedrock for an extensive but strictly defined colour palette to be used across Mumkin collateral.

Primary Colour

Secondary Colours

Illustration Colour Palette

Mumkin had a range of custom products, each of which needed to speak a cohesive language, while also being a source of delight for the customer.

To fulfil this need, we developed an exhaustive suite of illustrations in keeping with the brand’s essence. These illustrations were modular and could be used in different combinations to ensure that the brand always looks fresh and playful.

Brand Illustrations

Brand Patterns

A series of patterns was also developed to add dynamism to the design language. This simultaneously solved the challenge of keeping the brand language consistent on products and substrates where 4-colour digital printing of illustrations was not possible.

Tin Label Design

Wraparound stickers for snack boxes

Sonography Frame

Swaddle Print

Cards for visitors to leave wishes for the
new baby

Flashcards for early learning

Sticker design for the outer box

Onsie Print

An activity book filled with information, games and journaling prompts

The logo, illustrations and patterns, when used together, establish the Mumkin brand as one that places moms - their comforts and needs - at the centre of the child-bearing experience.