Whilst the pregnancy & newborn market is one of the most catered to (and valuable) of all markets, the postpartum sector is often overlooked. Information is scarce and millennial pink is washed across outdated products that don’t address the needs of new mothers. Set with an intention to demystify and destigmatise, Bare Mum has developed a range of clinically approved products to assist mothers during this transformative period. Our task was to create a brand built around empowerment. We developed Bare Mum with this in mind, infusing that feeling into every aspect of the brand; the name, the stereotype-breaking colour palette, credible language and clinically-skewed packaging designed to highlight the efficacy of the products. Balanced with human touches and vulnerability, the new Bare Mum brand identity authentically represents motherhood.