Case study 03 / 09

Mamaearth

A softer, friendlier rebrand for a toxin-free personal care brand, with a full 36-page brand guideline.

Role: Research, logo design, guidelines & mock-ups
Year: 2025
Discipline: Brand identity
Tools: Illustrator, InDesign, Photoshop
Context: Advertising & Branding course project

Overview

Mamaearth positions personal care as an everyday act of mindful well-being rather than luxury. The brand promise is safe, gentle, natural, approachable, modern and trustworthy, but the identity didn’t feel as soft as the products.

I researched the brand’s story and purpose, explored more than a dozen logo directions, and built a complete guideline: primary and secondary logos, concept, clear space, scaling, misuse, colour, typography and real-world mock-ups.

The idea

Mamaearth started with two parents looking for safe products for their newborn. The new mark leans into that. "Mama" is set in a playful, rounded script for care and warmth; "earth" uses a leafy face for natural ingredients. The compact symbol reads "ME", a personal product for every individual.