The new brand is called Mama & Moon. After initial brand discovery sessions with our client, we decided to draw inspiration from the Inca civilisation, who were known to call alpaca wool the ‘fibre of the gods’. The homely new name was developed to appeal to the target market of craft and knitting enthusiasts while giving a nod to Inca history. The name is an amalgam of two Inca gods: Mama Ocllo, who taught young Incas how to weave; and Mother Moon. Together they form an invitingly approachable, informal brand name.
The logo device is a reflection of the gods referenced in the brand name, while reinforcing aspects of the product. We created a circular marque which is partially a ball of wool and partly a crescent moon. This is combined with a logotype in a serif font with a slightly quirky style that uses a combination of upper and lower case style characters. This ensures the typography has an overall sense of quality while remaining approachable and distinctive. The cherry on the ball of wool, as it were, is the logo strap line. We developed ‘Heavenly Alpaca Wool’ as a way to evoke the exquisite quality of the product while hinting at the gods alluding to in the name.
Once the brand was fully developed, we created stationery, packaging and exhibition materials to enable the brand to sell at shows and online.