Caring for Mama went from an idea to an in-hand product and e-commerce business in the span of just a few months. Founded by Kim Richards, Caring for Mama is a care package retailer that serves mothers of all kinds, at any stage of their experience, with an emphasis on the mother’s physical and mental wellbeing.
We had the privilege of helping to build this brand from the ground up. We partnered with Kim at the ideation stage of development and designed the brand, developed messaging, and created the Squarespace website.
The brand’s requirements: warm, cozy, inclusive, supportive, empathetic
BRAND STRATEGY
Kim had so many ideas about how she wanted Caring for Mama to look, feel, and evoke for its potential audience. We defined CFM’s mission, vision, core values, unique value proposition, and brand story based on the target audiences and personas we developed.
LOGO + BRAND DESIGN
The boxes sold at Caring for Mama are intentionally curated, with mama’s wellbeing at the forefront. We created a logo that feels like a handwritten note from a friend or a partner. It is warm and approachable, accentuated by inclusive peaches, teals, and plum tones. We created an icon reminiscent of an olive branch, with a bow tied to the top. The idea is these boxes are an offering of peace to a mama who may be in a daily environment that is anything but peaceful.
PACKAGING DESIGN
We hand-illustrated a series of icons that were put together to create a brand pattern. This pattern is just plain cozy and includes elements that speak to peace and self-care. It adorns each of the care packages and was developed into a branded tissue paper.
MESSAGING DEVELOPMENT
The Caring for Mama brand voice is empathetic, authentic, and inclusive, with a deep commitment to honoring the diverse experiences of motherhood. The brand is nurturing and supportive, creating a warm, community-focused environment where every mother feels seen, valued, and cared for. We created detailed messaging guidelines and key messages using the brand voice for each audience segment.
WEBSITE DESIGN
We created a content-rich Squarespace e-commerce website that shines with the brand’s visual elements and messaging development. Using a storytelling approach, the website guides users through a browsing experience rooted in strategy.
“The website looks amazing. It’s more reflective of what I’ve been envisioning and all the things I’ve been sharing with you. I appreciate how closely you’ve been paying attention to everything I’ve been saying and how it’s reflecting in the messaging.”
-Kim R., Founder of Caring for Mama
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