Modern Moms
on the mic

Full of warm hugs and love, Modern Moms on the Mic is a podcast hosted by Karina Shetty, Founder of @mangohousekids on Instagram. The podcast connects with new mums, helping them navigate the beautiful yet challenging journey of modern motherhood.

Karina needed an identity for her podcast that deeply resonated with her audience, one that felt like a friend. A brand that made them feel comfortable first, and was there with them while they multitask ten different things just to be the best for their little ones. So, we set out on a journey to create a brand that feels calm, fun, relaxed and a place where mom’s feel safe, heard and seen for struggles and joys they go through.

A journey filled with love and warm hugs

This project was unique from the start. It needed a calming presence, but not so calm that it appeared flat, corporate, or worse, not fun! Karina herself is lively, joyful, and full of warmth. We had to capture that personality while leaving enough stability for the serios, honest, and thoughtful conversations about motherhood and conscious parenting.

During the discovery call, Karina shared how she began the journey of motherhood, not knowing how to navigate it and learning it through a lot of trial and errors. When the pandemic hit and everyone was locked inside their homes, she started sharing bits and pieces of her experience on social media. It instantly clicked with many moms who were going through, or had gone through, the same struggles. Slowly, a community began to form and it kept growing. At this point, two key points kept surfacing in our minds: “Journey” and “Community.” We immediately knew we couldn't miss to jump on this ship!

We started developing visual directions for the brand as a base and agreed on a direction that was calm, warm, and fun. It felt like a friend who is always there with you to give advice and to comfort you, to say that she hears you and understands you. With this core belief as our base, we started digging into what this could mean and what concepts could achieve it (we went through a lot, we swear! :’)). This tiny yet huge research led us back to the words we had been talking about since our first chat with Karina: the Journey, the Community, and the Warmth. And then the match was lit, and a concept was formed. We combined the Journey and the Community, but how could we show warmth? A fire? Nah… wait, there’s something warm we are all familiar with, a big hug! And that was it, the last missing piece that tied it all together.

The mark that was formed was a perfect combination of all three, a journey wrapped in hugs and enclosed within a community of mums who support each other. And it’s so cute! The mark had to make the moms feel comfortable while also acknowledging the journey they are on, filled with fun, challenges, laughter, and joy. Once the mark was finally ready, it was time for the rest of the identity to be woven together.

Bringing the mumsy community closer

When it came to the logotype for the brand, we chose a serif typeface for its grounding nature, but we did not stop there. We rounded off the corners and used lowercase letters to make it feel more comfortable and welcoming. The tweaks were small but impactful. This was exactly what we wanted. The brand did not need to shout. It needed to be there and support the community.

The colors had an interesting story as well. At first, we leaned a bit on the serious side, but after feedback, we realized it felt too serious. We started adding more shades and brightening the palette. The end result was a palette that was fun, warm, and still stable enough for the brand.

For typefaces, we used Merriweather and General Sans, which felt like they were made for this brand. The final piece of the identity was how the assets would play out. We didn't want to overuse the logo mark, as that could make the brand feel dull, but we wanted something that would still related back to it. So we turned to circles since they are warm, happy, and fit perfectly with the identity, and there we had it! The entire identity full of warm hugs and love, ready to be there for moms when they need a friend and for moms who ask, “How the heck am I supposed to figure this out?”

Thanks for reading. We hope you had as much fun reading this as much we had creating this!

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What was the experience like?

"Breaver Studios came highly recommended by a friend of mine and now I know why. Pawan and Tamanna were both very professional throughout our project together. I really liked how they immersed themselves in my brand to understand it and really represent it in their work. They were punctual, clear and concise with their deliverables which made it so easy for me to follow and know what to expect. I was very happy with the outcome and can highly recommend them for any branding requirement. They not only see the design aspect but the strategy of the brand as a whole which makes their work align with your goals. Highly recommend them!"

Karina - Founder & Host, Modern Moms on the Mic