The Challenge

Motherlove is a pioneer in the pregnancy/postpartum supplement and body care categories. However, they were getting lost in the sea of modern millennial brands that were tipping the competitive landscape to style over substance, and cheerleading over true support. Fortunately, Motherlove has a host of differentiators that make their products essential. We simply needed to bring them to the forefront.

SOLUTION

We conducted extensive consumer and practitioner qualitative research to get the insights that would unlock the idea. Based on what we heard, the core essence of the brand became, "You never have to mom alone." To show the support and community Motherlove encourages, we feature two hands holding key herbs. The hands represent the passing of knowledge from one mom to the next, and is backed by Motherlove's founder—an herbalist mother who started the brand 30 years ago. Packaging concepts were tested among new and expecting moms, and the eye-catching, colorful style of the brand signaled care, trust, and support to all who encountered it.