2019
Grow
The very first portuguese maternity brand is born.
In close collaboration with the brand's founder, I have worked on developing a comprehensive brand strategy and identity from the ground up, positioning Grow as a distinctive and impactful maternity brand, enabling it to establish a significant presence in the market.
Grow is the first Portuguese maternity brand that is entirely devoted to women’s health and well-being throughout their adventures as young mothers. This brand offers a set of ergonomic nursing bras that provide comfort, support, and ease with an eye for design and sustainability. While educating on pregnancy and maternity subjects in a caring and friendly tone of voice.
type
Freelance
industry
Retail
capabilities
Research / Art Direction / Brand Design
photos
@dida_photography
feedback from the client
Inês’s role was determining during Grow’s first steps as a brand. Not only she created the brand’s identity and Brand Book as we had requested, but she also got fully involved in the project, studying the problem and the target audience in-depth, and constantly kept pushing boundaries, while drinking from the brand’s true spirit. Her proactiveness, genuine commitment, and professionalism throughout Grow’s first year turned an idea with potential into a palpable reality, just like we had imagined.
Inês Patrocínio | Founder
research process
This project started with desk research on mastitis, births, and breastfeeding in Portugal. Also, an extensive investigation of the target group, the market, and competitors was conducted in form of quantitative and qualitative interviews, observations, shadowing, and a probe kit.
analysis process
A few theories and methods were applied in order to best analyze the collected data: an Empathy Map and User Persona for the target audience; a Market Definition Model, the Consumer Trend Canvas, a Competition Audit, a Brand Perceptual Map, and a Sweet Spot Analysis for analyzing the market and the competitors; and lastly, in order to define the brand, the Business Model Canvas and the Value Proposition Canvas were applied, Johnson’s Six Questions were answered and mood boards for visual and communication direction were developed.
Click the button below if you want to learn more about the research and analysis carried out throughout this project.