Mamma
Real Food for Dogs
Branding I Web Design I Marketing
Brand strategy and design for Mamma, Istanbul's emerging leader in cooked, healthy, human-grade dog food.
ROLE
Head of Creative
Head of Creative
Brand Design & Strategy
CLIENT
Mamma
Mamma
Mamma aimed to nourish both pets and owners with wholesome food while fostering a community centered on care and well-being.
Challenge
Mamma faced significant hurdles in Turkey's pet food market. Limited awareness of healthier alternatives to traditional kibble posed a primary challenge. Additionally, the use of premium, human-grade ingredients positioned Mamma at a higher price point, further complicating market penetration.
Mamma faced significant hurdles in Turkey's pet food market. Limited awareness of healthier alternatives to traditional kibble posed a primary challenge. Additionally, the use of premium, human-grade ingredients positioned Mamma at a higher price point, further complicating market penetration.
Approach
I conducted targeted market research on dog owners' feeding preferences to inform our strategy. The design and branding focused on evoking warmth, professionalism, and trust. This was achieved through a harmonious color palette and versatile, generative patterns. The result was a suite of marketing assets that were both visually appealing and educationally compelling.
I conducted targeted market research on dog owners' feeding preferences to inform our strategy. The design and branding focused on evoking warmth, professionalism, and trust. This was achieved through a harmonious color palette and versatile, generative patterns. The result was a suite of marketing assets that were both visually appealing and educationally compelling.
The logo design features a merged double 'M' in "Mamma," serving multiple purposes. It infuses layered meaning, reduces horizontal footprint, and creates an auditory emphasis reminiscent of "yummmi." A standalone 'M' serves as a separate brand icon. The heart-paw combination icon embodies love and care, core values of the Mamma brand.
A flexible design system was developed using manipulated letters from the logo to generate unique patterns. This system allows for a cohesive brand identity across various platforms, from social media to print materials. The resulting brand identity seamlessly integrates across all touchpoints, maintaining cohesion and emotional resonance with Mamma's mission of providing premium nutrition for pets.
