Most start-ups we hear of today involve tech innovations to "change the way we do x", manifesting as apps or web services. Bump Yummy is not that kind of start-up.
A mom-and-baby centered company, Bump Yummy's mission to provide the most nutritious lactation products for moms struggling to breastfeed. Theirs is the only truly organic lactation cookie on the market and—quite possibly—is the most delicious.
Understanding the Market
When first taking on this project, we were shocked to learn how many mothers struggle with breastfeeding. According to a study at UC Davis Medical Center in Sacramento, which surveyed 418 first-time moms, 154 had difficulty lactating within their first three days of motherhood.
Defining the Brand
To better understand a mom's retail experience (sans baby), I looked for lactation products in nearby stores. Most lactation products I found were produced by Boobie Bar and Milkmakers.
These brands sported harsh-looking trademarks: dominant typefaces with blunt terminals, minimal imagery bordering on cliché, and the overall compositions lacked what softness and intimacy Bump Yummy seeked to cherish. This helped me define Bump Yummy's brand by contrast.
Creating the Mark
With these insights for differentiation in mind, I developed the below mark. The graphic is pictorial, focusing on the warmth of intimacy between mother and baby.
Colors and Copy
When it came to color selection, I searched for hues conveying softness and human intimacy such as peach or pink. Warmth and closeness radiate from these colors, and from the image of mom and child embracing. Rounded type and circles within the icon also foster a soft, intimate sentiment.
The end-result communicates Bump Yummy's mission: to bring moms and babies closer together.Additionally, my writing skills had—at this point—led me to become the resident copywriter and editor at Vital Design Group. Below is a sample of my writing, which was sent to explain my color choices.
For more about this project, please follow the link below:
Studio: Vital Design Group / Skills at play: logo creation, copywriting