Business cards and patterned paper on a pink surface with floral decorations and a beige background with shadows.

Mamalou

Background

As a new mom, Callie Rogers, the founder and designer behind Mamalou, found herself hunting high and low for a stylish, high quality and sustainably-made diaper bag, and coming up empty-handed. The spark of inspiration for a new bag design was lit. With Callie’s meticulous direction, Mamalou crafts heirloom quality bags, sustainably handmade by leather artisans in Nicaragua, preserving a legacy of heritage craftwork.

Entering the crowded fashion marketplace is a daunting task — Callie brought me on board to help envision the voice and look of Mamalou and discover ways to stand out. We discovered that new moms often feel nervous about those first trips out of the house with a baby; our goal was to inspire confidence in first-time moms and support them in finding independence and joy in the first year of parenting.

Every new parent knows the challenge of finding yourself without a diaper, a wipe, a snack…what if there was a stylish and functional everyday bag made for the beautifully chaotic, electric experience of motherhood? A bag that made you feel like, “This mom thing? I GOT this.”

Team

Ashley Austin, Designer / Brand Strategist
Callie Rogers, CEO / Founder

Deliverables

Identity Design
Website Design

Tools

Adobe Creative Suite

Mamalicious logo with a yellow baby pacifier integrated into the letter 'L'.

Iconography

A modern humanistic logotype pairs with a rattle icon in the primary logo. I created a series of coordinating minimalist icons: a strawberry, a heart, a bear and a pacifier. These could be used on their own or within the logotype.

Text that reads 'MAMALQU' with a stylized 'Q' in the middle.
Five icons representing a rattle, a bear face, a strawberry, a pacifier, and a heart.
Website homepage for Mamalou featuring mothers and children, with sections promoting bags designed for moms and travel packing guides.
A colorful, playful website page layout. The top section features a child wearing a space helmet, standing on a beige sofa with decorative pillows, one saying 'Dream Big Little One.' The middle section contains a mission statement about making everyday activities more fun and easier. The bottom section shows a young child walking outside holding an adult's hand, with 'You Got This' written over them. The page includes contact information and social media links.

Color palette

Navy

Vermillion

Vivid Grape

Lemon

Shell

E-commerce webpage displaying a black leather backpack called The Sullivan Bag, priced at $249.00, with options for color and purchase. The page includes images of the backpack and detailed description of features, materials, and uses.

Photography Direction

I provided Callie and the photographer with photo style inspiration for model and product photography, an essential guide in creating the look and feel of the website.

Collage of women and children engaging in outdoor activities such as playing, walking, and picnicking, with some carrying backpacks and balloons, in various outdoor settings including parks and urban areas.
Sequence of four logos for Mamalu, each with different colors and icons: first in dark blue with a pacifier icon, second in purple with a bear face icon, third in orange with a strawberry icon, and fourth in dark blue with a baby rattle icon.
Person browsing an online store on a smartphone featuring a black leather backpack, with a blurred background of a coffee cup and flowers on a table.

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