Empowering women to care for themselves before, during, and after birth through the integration of indigenous and physiological knowledge is a transformative approach to maternal healthcare. By honoring and incorporating traditional practices and wisdom passed down through generations, this holistic approach embraces the unique needs and experiences of women, recognising their inherent strength and resilience.
OVERVIEW
Muriwhenua Midwife creates natural products for indigenous mothers, drawing inspiration from their rich cultural knowledge and traditions. Their carefully curated range of gentle and effective solutions is crafted with natural ingredients, free from harmful chemicals, and designed to support women throughout their maternal journey with confidence and strength.
In developing the branding, logo, and packaging concepts for Muriwhenua Midwife, our team embraced the profound cultural significance of their mission. We incorporated meaningful symbols and earthy tones to evoke a sense of harmony with nature and celebrated indigenous wisdom. The result is a brand identity that honors tradition, instills maternal confidence, and reflects Muriwhenua Midwife’s commitment to promoting the fusion of ancestral and modern knowledge in maternal care.
SCOPE OF WORK
Brand Strategy
Brand Creation
Logo Design
Packaging Concepts
Illustration
CHALLENGE
Respecting the profound cultural significance of pregnancy and motherhood in Maori communities was a key challenge. We approached these topics with reverence and care, carefully balancing the celebration of motherhood while acknowledging the privacy and vulnerability of new mothers.
The brand had to be inclusive, considering the diverse experiences of indigenous mothers and understanding the various cultural practices and beliefs within the communities Muriwhenua Midwife serves. Through navigating these challenges with empathy, we successfully created a brand that resonated with indigenous mothers, honored Maori culture, and embraced the profound significance of motherhood.
Nurturing Indigenous Maternal Care with Cultural Wisdom.
To overcome the challenges in branding Muriwhenua Midwife with cultural sensitivity, our approach was rooted in extensive research and collaboration with Maori community members. We delved deeply into Maori customs and traditions, ensuring that every aspect of the brand resonated authentically with the community. Symbolism played a crucial role in our design and illustration process, with the logo and imagery carefully crafted to reflect the sacredness of motherhood, the connection to nature, and the continuity of cultural heritage.
Our messaging was inclusive and empowering, honoring the diverse experiences of indigenous mothers while maintaining respect for the privacy of pregnancy and childbirth. By continuously seeking feedback and adapting to evolving needs, we created a branding identity that not only celebrated Maori wisdom but also established Muriwhenua Midwife as a compassionate and empowering companion on the maternal journey for indigenous mothers.
