Mum. branding
While leading creative at JaxPR, I worked with a husband-and-wife team to develop MuM., a new brand of fresh smoothies and juices tailored to the nutritional needs of new and expecting mothers. The client, a practising midwife and nutritionist, had identified a gap in the market for accessible, natural, and stage-specific support during pregnancy and postpartum recovery.
The concept began with their working name, “mumdot,” which we evolved into a clean, modern identity centred around simplicity and trust. I led the creative direction from brand definition through to packaging, digital design, and lifestyle photography.
We began by testing each drink to understand its benefits, taste, and personality, from bright greens to deep turmeric yellows and beetroot purples. This informed a flexible design system that celebrated each flavour’s distinct character through colour, tone, and imagery. Every touchpoint was grounded in nature and authenticity: hand-drawn details, real ingredient photography, and clean layouts that echoed the brand’s handmade ethos.
I collaborated with our development partners to translate the identity online, ensuring the same visual language carried across the website and marketing collateral. The result was a unified brand that felt both fresh and credible, a reflection of MuM.’s mission to bring genuine care and science-led nutrition to mothers everywhere.
