MotherDaily
Editorial boldness balanced with maternal grace.
Supplement Brand.
Project Scope
- Name Development
- Brand Strategy
- Brand Identity
- Packaging Design
- Website Design
- Art Direction
- Collateral Design
- Copywriting
- Social Media
The Opportunity –
In Australia, no brand had ever chosen to focus exclusively on the post-partum space. The industry’s narrative traditionally focuses on pre-birth and birth, then shifts entirely to the baby. The mother—despite facing one of the most demanding phases of her life, becomes an afterthought. The brief’s ambition was simple yet radical: build the first Australian brand to focus solely on the post-partum mother, honour her journey, and make her the hero of her own story.
Our Approach –
We set out to create something that didn’t just ‘fit’ within the motherhood category, but challenged it. We knew we had to reclaim space for the mother in the post-partum narrative. It was about saying: “We see you, we’ve got you, and you matter.” The goal was to create something that would sit proudly on her shelf alongside the brands she loved before motherhood – reject the childish, baby-focused cues that dominate the category. We wanted to give mothers a rare gift: a moment that was truly theirs.
“Sophie and the team at SM House are true creatives. From start to finish, their work was exceptional, with every detail delivered to the highest standard. They took the concept for MotherDaily and brought it to life with immense creativity, perfectly capturing the essence of our vision. ”
Design Notes
The identity grew around the idea of positioning the mother at the ‘front cover’ of her own life. Every element, from name to packaging, was anchored in the idea that she is the priority. The name we developed, MotherDaily, became the heartbeat of the brand — clear, direct, and a constant reminder that we are here for her. Every. Single. Day. It set the tone for the messaging, the visual language, and the brand story, ensuring the focus never shifted away from the mother herself.
The bold serif logomark became the hero of the identity, deliberately reminiscent of a newspaper headline, declaring the mother’s importance with presence and clarity — Solidifying her position on the front cover. Custom refinements softened its edges, adding a subtle femininity, while “milk-drop” forms were integrated into the letterforms. This detail symbolised the brand’s role in nourishing the mother, acting as the mother’s milk, just as she nourishes her child, providing her with her own source of strength, care, and restoration.
The result is a brand that doesn’t just enter the post-partum space, it defines it. With every touchpoint affirming that the mother is the main character in her own story and her child’s. Each interaction feels like an indulgence and a way to reclaim her identity, not another baby-focused compromise.
“Their ability to translate ideas into a cohesive, compelling brand identity made the entire process seamless and inspiring. We couldn’t be happier with the result and wholeheartedly recommend SM House to anyone looking for branding or graphic design work. “
Amy Lauren – Co-founder
