Empowering wahine through pregnancy with culturally grounded, modern care. Muriwhenua Midwife is run by Seanie, a midwife dedicated to supporting Māori women and all pregnant or post-pregnant women with natural products and educational resources.
Offerings include Labour & Birth Oil, Mama Oil, Massage Oils, Affirmation Cards, and self-care guides.
Muriwhenua Midwife
Our Role
Brand Guidelines
Brand Strategy
Graphic Design
Illustration
Logo Design
Packaging
About The Project
Building a culturally-informed, modern brand for a start-up
Seanie approached us with a small budget and a start-up business requiring a brand that was modern, feminine, and culturally grounded. The brand had to cater primarily to Māori women while remaining inclusive to all pregnant or post-pregnant women. Packaging constraints and self-implementation requirements meant the brand guidelines had to be extremely clear and practical.
A culturally respectful, feminine, and modern brand
We conducted research into both modern wellness brands and Māori traditions related to pregnancy and birth. A key cultural insight informed the logo: in Māori tradition, the placenta (whenua) is wrapped in a kete (flax basket). This symbol was incorporated into the logo to honour Māori heritage while keeping the design approachable and modern.
The process included brand discovery, moodboarding, three logo concepts, packaging concepts, brand development, and full brand guidelines with clear, implementable instructions for the client to follow.
Project highlights
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