Brand identity for eco washable products

Chiaramentemamma is a nice project of Chiara, artist and mum of Thomas and Mattia.
Chiaramentemamma arises from the handmade production of washable nappies using ecological fabrics and materials. With the increasing sensitivity to environment and the demand for reusable and washable products, the brand has gotten bigger in terms of clients and popularity. Also the catalogue has been expanded not only to children’s world, but to women’s and eco-beauty.

Chiara asked me to design the brand of Chiaramentemamma, which includes logo, business card, fabric label and each product’s information sheet.

The porcupine friend of the environment

Since the beginning, Chiara expressed the will to use an animal as a mascot of the brand. We chose a porcupine, a symbol of trust, friendship and positive energy. Together we chose the mascot’s characteristics (identification marks, pose and eventual objects that accompany him). Paolo Ferrante realized the illustration under my artistic direction. The style is typical of the illustrations for children, with charcoal signs and soft colours.

Washable nappies’ instructions for use

Later Chiara asked me to design sheets with instructions for use of some washable nappies. I worked again with Paolo Ferrante.We invented a special porcupine’s variation that ironically dialogues with the user. Paolo also drew illustrations of the steps that show the correct use of the product.

Final thoughts

Chiaramentemamma gave me the opportunity to do the art direction of a brand identity’s project which involves more professionists. I found it very stimulating working with Chiara, who has lots of ideas, and Paolo, who always guesses the illustrative style for each project. The success of this project and the client’s satisfaction were due to the continuous dialogue between people.