MATER
Art Direction | Brand Identity Design | Creative Concept | Logo Design | Packaging Design | Visual Identity | Social Impact Branding
MATER
Empowering Femininity.
Project Brief
Assigned to develop the visual and conceptual identity of MATER, based in Auckland, New Zealand, our challenge was to design a brand that speaks to the empowerment of women. The brief required us to encapsulate themes of self-care, strength and independence, delivering a message that resonates with women globally and challenges existing stereotypes.
Summary
MATER is a celebration of womanhood, designed to inspire and empower women to prioritise their well-being. The brand’s name, Croatian for "Mother," is symbolised in its logo; a stylised representation of a uterus or breast highlighting feminine strength and nurturing. Integrated with the letter "T," the logo transforms into an image of a woman with her arms raised, symbolising freedom and victory and mirroring the universal female symbol (♀). Through sophisticated and thoughtful design, MATER positions itself not just as a brand but as a beacon for female autonomy and self-expression. This project showcases the crucial role of branding in building a profound connection between a product and its consumers, promoting empowerment at both individual and collective levels.
design + art direction: Bojan Krtolica