The founder of Bohemian Mama, Gina, approached our team with the desire to take her brand to the next level. After hitting her first multi-seven-figure year with Bohemian Mama’s e-commerce platform, she was ready to develop a new brand position in the marketplace and create a visual identity that could grow alongside her brand. In addition to ambitious goals to scale, the Bohemian Mama team also had ambitions to develop their own private label collections to be sold exclusively on Bohemian Mama.

With all of these new successes awaiting the brand’s future, it was important to create a visual world for Bohemian Mama that felt romantic, elevated, but most importantly, had the ability to scale over time and grow with the brand.

Taking into account the various discovery sessions we conducted with the Bohemian Mama team, we constructed a brand strategy and visual identity that captured the essence of what it means to be a modern woman.

We created a wordmark that felt clean, elegant and timeless, giving the brand an elevated and polished appearance. However, we complimented the simplicity of the wordmark with a color system that felt earthy, grounded, and approachable. It was important that although the identity was focused primarily on an e-commerce application, that the brand had small moments that highlighted the empowerment Bohemian Mama gives to the women who shop on their platform. To do this we provided illustrative iconography and motifs for the brand that allude to the multifaceted and ethical nature of Bohemian Mama’s offerings. but also the multifaceted nature of womanhood—the superpowers they possess. That women, they can wear many hats and take on many different forms to create the life of balance they desire.