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THE BRIEF

A team of mother and daughter looking to open up an exclusive boutique for mothers and their babies. The store is looking to sell useful, functional products as well as modern, well-designed and eco-friendly pieces.

The idea was to create an elegant, yet cozy and welcoming brand that would attract new mothers and gift-givers.

THE RESULT

Caracter developed the identity for this baby boutique thinking of a strong concept, a memorable symbol, and unique logotype for the brand to begin its business, create awareness and attract the right customers.

 
 
 
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NAMING

The name is inspired by the way toddlers mispronounce phrases in spanish. In this case, Amomí is a mispronunciation of “a dormir,” which means time for bed. This gave the brand an immediate recognition for possible customers looking for a baby-related boutique. It also gave the name a cute, comforting sound with an original, local meaning. This name gave way to the rest of the brand, including the symbol and the visual reference behind the wordmark design.

 
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BRAND ELEMENTS

Amomí’s unique wordmark references letterforms found on letterblocks and carrousels. This led us to develop a symbol depicting a rocking horse from the same letter designs. The result is a set of wordmark and symbol that creates consistency in the graphic language spoken throughout the brand elements and the experience the customers receive while interacting with the business.

The rocking horse speaks to the brand’s target market immediately and serves as a reduced logo for communication in minimal spaces.

These elements combined create a cozy, cute and comforting scene with light, muted colors that form a color palette easily adaptable for gift packaging.

 
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BRAND PHRASE

We wanted to have a brand phrase or slogan that connected directly to the main clients: new moms. The phrase “first things first” allowed us to remind these customers of their first steps into motherhood and how important and exciting it is to prepare for this new chapter.

 
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BRAND COLLATERAL

The different brand elements allowed us to create applications such as stickers, gift bags, gift boxes, decorative tissue, ribbons and tags, as well as pieces for the boutique’s interior decor. The experience invites the customer to have distinct, memorable interactions with the brand.

 
 
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WHAT WE DID:

— Naming

— Branding

— Print Production

Design: Caracter

Design Direction: Adriana Longoria

Creative Copy & Design Support: María Paula Valdés

Portfolio Photography: Andrea Quintanilla