Imalac Brand Identity

The Brand Collective team was enlisted to define fem-tech company Imalac's brand identity to one that embodied their nurturing approach to modern motherhood as well as helping launch their first product Nurture by Imalac, a pumping accessory for nursing mothers. The goal was to capture the company’s commitment to empowering mothers by providing life-changing solutions they want and need.

Drawing from the brand’s mission of empowering women, the team created a feminine visual identity featuring flushed and dusky hues to represent the brand tone and feel which is warm, down-to-earth and inviting conveying a look their target consumers can relate to. A key element to their identity were custom illustrations inspired by natural shapes and the female form.

With Imalac’s new aesthetic and organic brand voice, the brand needed imagery that showcased the beauty of motherhood through pure moments between mother and child. The Brand Collective team coordinated and art directed a full lifestyle and product photoshoot to capture their pumping accessory in use and the signature warmth of the brand. In addition to establishing an imagery style for Imalac, The Brand Collective team was enlisted to coordinate a video shoot showcasing how to use Nurture by Imalac, the first wear-all-day nursing and pumping bra with attachable massage cups for hands-free massage while pumping. From creating a video storyboard to video production and editing, we captured the process of using the product with a video that aligns with their new brand identity.

All these brand elements came together beautifully to showcase their new visual identity through product packaging, print collateral, media content, and an interactive website design. With a stunning new brand, Imalac celebrates the beauty of femininity and motherhood is ready to present its new look and feel to their target community of recent mothers.