Objective

This was a group project. Our statement was – mothers are deserving of nothing but the best. The goal of retailer, MOM, was to build
a healthy and functional brand of high-
quality items that will enable all mothers to shop guilt-free. 85% of mothers believed society does not accept or value themselves in the last 20 years. The solution was to develop multiple product lines with affordable price points to make the lives of child care providers way much easier. 

 

Approach

This is a group effort with six other designers. We designed a shopping experience that catered to the needs of mothers. We formed a coherent branding scheme with one overarching brand named MOM and five
sub-brands. But each sub-brand stood
for its own personalities and intentions, using images, photos, and graphic elements
across all sub-brands. 

 

We were targeting moms in any experience level, females who are considering become a mom, and gay parents who take care of adopted children. I was mainly in charge of
the apparel line and supported the baby product line, while all of us contributing all design process and sub-brands.