momkind®

I am responsible for design a brand that changed the way we talk about pregnancy, postpartum and female health. I did it through meticulous and strategic brand building and a 360 degree design thinking. In less than 3 years we took momkind® from being a small scale e-comm business, known by only a few, to becoming a nationwide market leader – the go-to brand.

Collaborators: momkind®
Photographer: Cecilie Bach

View more CVI work here.

Responsibilities

On-hand principle
Two color design
An infinite number of opportunities
Defining momkind’s brand ID from imagery to product design.
To be outstanding you need to stand out. Based on momkinds brand values, mission and vision I defined their new way of photography. I made a code of conduct saying no belly touching, no cute and romantic smiles and no focus on babies. Instead momkind focus on mom - emphasizing female power, vulnerability, rawness, honesty and humor. All values taken directly from momkind’s value compass and turned into compelling visual storytelling.
Casting only real & natural women, doing a minimum of editing and celebrating all bodies and diversity.
Creating a flexible packaging design
Alligning product and design with brand mission and strategy.
Item description
- using data (e.g. engagement metrics and A/B testing) to refine designs and marketing assets.
- Stay updated on design trends, competitor strategies, and industry standards.
Adapt quickly to fast-changing business needs and wear multiple hats as required.