How thoughtful product innovation & brand design made the best performing brand in the category

ABOUT THE BRAND

Motherly

Motherly is a B2C - baby and mother brand with values rooted in functionality, quality, and affordability. They make products like diaper bags, swaddles, baby carriers, cloth diapers etc.

The ask was to develop comprehensive guidelines to enhance brand visibility and drive customer engagement. Also generate innovative product concepts that align with the brand's values and resonate with the target audience.

Branding / Strategy / Identity / UI UX/ Photography

TLDR

From a survey, reviews and market data we realised that most products in the market were either too big or too small for most customers. A new product was required.

New mothers liked convenience & functionality in their products as they made their life easier, but not at the cost of aesthetics.

The segment was crowded - reaching the customers was a task.
Based on the identified gaps in the product and the market, we set out to perfect our product design ideology - Design highly functional products that are suited for the audience's taste & aesthetics.
We identified the target audience to be new mothers who need products that blend in with their style. These are moms who're working professionals, travellers, influencers and stay at home moms who are living a life on the gram as well.
The price point is not just a transaction value; it is a primary communicator for quality, exclusivity, and alignment with their aspirational self-image.

While a higher price point was possible for the product, the early adopting of the product was important as well. We priced the product just right so that it feels like an aspirational product but still within reach.
Brand design, identity & website design plays a major role in justifying the cost of the product. The brand needed to feel like a safe choice for the first time customers and continue being a better choice for the existing customers. This tricky situation was tackeld with the right choice of colors, fonts and aesthetics.
The first step of the marketing funnel required the audience to be aware of the brand before they develop interest and consider the product. This awareness is purely a game of numbers and hence we took the brand to the market through influencers. Specially mom-fluencers.

Case study

Discovering the problems

From a survey, reviews and market data we realised that most products in the market were either too big or too small for most customers. A new product was required.
New mothers liked convenience & functionality in their products as they made their life easier, but not at the cost of aesthetics.
The segment was crowded - reaching the customers was a task.

Creating the products

Based on the identified gaps in the product and the market, we set out to perfect our product design ideology - Design highly functional products that are suited for the audience's taste & aesthetics.

Functionality here is not merely having features, but ensuring those features work flawlessly, reliably, and efficiently to solve the user's problem.

in a crowded market, desirability is as crucial as usability. A product that is highly functional but aesthetically unappealing or misaligned with audience expectations will struggle with adoption and perceived value.

Target audience

We identified the target audience to be new mothers who need products that blend in with their style. They are not seeking products that scream "mom gear." Their purchasing decision is governed by identity maintenance.

They view their belongings - from strollers to diaper bags; as extensions of their personal brand, which is inherently curated and visible ("living a life on the gram"). The product must therefore offer zero compromise on their existing style profile.

Positioning & Pricing

The brand exists only online. customers can't touch and feel the products. Hence the price point is not just a transaction value; it is a primary communicator for quality, exclusivity, and alignment with their aspirational self-image.

While a higher price point was possible for the product, the early adopting of the product was important as well. We priced the product just right so that it feels like an aspirational product but still within reach.

Brand design

Overly loud, trendy, or busy design feels temporary and cheap. We need muted, intentional color palettes, classic but modern typography, and ample white space. Brand design, identity & website design plays a major role in justifying the cost of the product. The brand needed to feel like a safe choice for the first time customers and continue being a better choice for the existing customers. This tricky situation was tackeld with the right choice of colors, fonts and aesthetics.

Communications

Sample text

The communications must evolve beyond mere transaction to foster community and elevated utility. This was achieved through user-generated content integration (showcasing the product seamlessly integrated into their 'gram-worthy lives), how-to's, styling guides, that subtly reinforces their self-image.