Brand Language Development
~ 8 weeks
Mumkin is a service that wants to give expectant and new mothers a little TLC with nourishing snacks, self-care products, information resources and other assorted knick-knacks, all curated to help them plan and 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.
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.
Reinterpreting the Brief
Moms today parent differently - they are confident and well-researched with strong opinions about how their children are to be raised - no longer willing to take advice given to them without question. While taking care of their babies, they place incredible importance on self-care, understanding that one cannot happen without the other.
We decided that Mumkin should speak the language of these moms - a mature, informed tone that doesn’t infantilize them, and places them and their well-being at the center of the child bearing experience.
Keeping this approach in mind, and the fact that the brand intended to grow into other spaces as well, we decided the logo would avoid the semantics of pregnancy and babies. 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 warm mature purple was decided upon after several rounds of experimentation, and is the foundation for the brand’s colour palette.
The Mumkin brand had to be applied to an exhaustive product line, each of which had to put a smile on the customers' (and their babies’) face.
To enrich the brand language - to give it more verbs and nouns to speak in - we designed a suite of illustrations that could be used across all products, with the flexibility to create new illustrations for different contexts in-built into the style. None of the products repeated an illustration, ensuring each was a sweet point of surprise and delight for the customer.
The logo, illustrations and patterns, when used together, establish the Mumkin brand as one that stands with moms, cares for their comfort, and supports their choices to be whatever kind of mom they wish to be.
Labels for boxes of healthy treats
Flash card desigs for early learning
Cards to leave wishes for the baby
Tin Label Design
Cute onsie print
Frame to display the first ultrasound
Labels for the main box
Activity book to entertain mom