During my internship at Isobar (Beijing), I was involved in the project rebranding for Mamaway, a maternity product company. Through empathy and emotional design methods, I contributed to brand analysis, user research, redesign the logo and style guidelines that helped the new brand break out meeting their projections.
Concept 1 (Selected)- Through emotion and empathy design, we managed to differentiate new brand through focusing on 'a great leap of motherhood' instead on the growth of the baby. The laurel is given as an honor of mothers' achievements.
Concept 2 - The idea is about mom and baby grow together. When a mom holding a baby in her arm, it feels like she is looking at a mirror which reflects herself.