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Mamaway rebranding

The motherhood market is archaic and rooted in babies' needs not those of the mother, the creator. 'How to rebrand a maternity company to resonate with modern moms?' is the question brought to us. Through empathy and emotional design methods, I contributed to brand analysis, user research, and redesign of the logo and style guidelines. These efforts helped the new brand break out, meeting the expectations of modern mothers.

Skills

Brand Strategy

Graphic Design

​Tools

Illustrator
Photoshop

@Isobar Beijing

Principle Designer:
Weiting Chen

​Client

Mamaway

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Background

Mamaway is a maternity brand established in Taiwan in 2004, specializing in products and techniques related to breastfeeding. Over 13 years of development, from obscurity to widespread recognition, Mamaway has expanded its presence to more than 10 countries and regions.

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Challenge

In the process of Mamaway’s expansion, the original brand idea 'Solving breastfeeding problems' became insufficient to encompass its broader product line today. Additionally, the brand identity system became diluted and obscure as numerous sub-brands were developed, each with a decentralized visual system. Furthermore, as the business expanded, identifying unmet needs among today’s consumers prompted the rebranding effort.

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Strategy

Utilizing Big Data, we identified correlations between positive/negative emotions and motherhood experiences. We matched unsatisfied needs with the benefits customers expected from motherhood and maternity brands. Our research revealed that the most under-served benefit was the need for personal development even after women transitioned into motherhood—a departure from the traditional ideology where the baby is always the top priority. By encouraging mothers to challenge the stereotype of 'unconditional dedication', we assisted Mamaway in establishing a new standard for successful modern mothers that includes their interests and desires for self-care.

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Result

The rebranding initiative facilitated a clearer brand structure for the client, rejuvenating its brand idea and core message. This resulted in enhanced connections with consumers, supported by the development of a new brand identity system aligned with its clarified position and ideology. Furthermore, the rebrand successfully reunited and energized employees, aligning them with the brand’s future goals. Sales statistics indicate an almost 40% upswing in sales from March to the middle of June 2017, signaling a promising start for future development.

Competitor analysis

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Unique brand comes from a distinctive brand strategy, and visual language is important to create differentiation. The simple visual system highlights the brand personality. Strict standards are established to ensure the unity of visual expression.

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Brand compass

Brand Values

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Every mother has the right to enjoy 1,000 days of relaxation.

Brand Mission

 

Be a COOL mom easily.

Brand Characteristics

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  • Practical/functionalism

  • Simple packaging

  • Environment friendly

Consumer Behavior

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  • Confident

  • Capable and neat

  • Gentle

  • Know how to love yourself

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