Ama Mama — brand of baby & kids products

Ama Mama is a brand of baby and kids’ products developed specifically for the Chizhik retail chain. It covers a wide range of categories — from diapers and baby soap to wet wipes and juices. The project became a key part of expanding the baby&kids segment within the retailer’s broader strategy to create emotionally strong private labels.

Our work on Ama Mama included all core stages: from deep consumer research to building the brand platform, developing the naming, creating packaging design, and designing a scalable SKU and visual system. The children’s product category is among the most sensitive — for parents, factors like safety, care, and trust are critically important. That’s why every decision was made through the lens of parental perception.

We conducted a series of interviews with young parents, studying their fears, expectations, and shopping behaviors. As a result, we identified the core insight: parents need to feel care not only in the product itself but in every detail of communication. Based on this, we built a brand platform centered around care, love, and naturalness.

One of the most challenging tasks was naming. We needed a name that would be easy to remember, emotionally warm, and closely tied to the theme of parental love. That’s how Ama Mama was born — a musical, tender, and intuitively understandable name without the need for explanations.

The visual identity of the brand is built around friendly elephants — symbols of strength and gentleness at once. A soft color palette, cheerful illustrations, and clean design elements create an atmosphere of trust, which is essential for products intended for babies.

As in all of our projects, a core focus was on building a strong connection: consumer → brand → retail. We create brands that not only meet real consumer needs but also enhance the strategic goals of the retailer. Ama Mama helps Chizhik build long-term relationships with young families by creating emotional bonds and encouraging repeat purchases.

Ama Mama — I love you! is not just a slogan — it’s a sincere emotion that becomes part of the family’s everyday life.