Yashram Brands Unlimits Brand Identity

CASE STUDY

Brand: Morph Maternity

Industry: Pregnancy & Maternity Apparel, Accessories & Care

Project Scope:

• Rebranding and refreshed identity system

• Complete identity suite: logo variations, color palette, typography, illustration style, brand patterns, iconography

• Brand collateral: packaging, maternity cards, stickers, digital templates

ABOUT THE BRAND:

Morph Maternity is an established Indian brand that supports women through pregnancy and early motherhood. Known for its comfortable apparel, accessories, and essentials, it has built trust with mothers across the country. As the brand grew, it needed a refreshed identity - a strong new idea that could capture its values of care, confidence, and empathy while representing its mission to celebrate and empower women through one of life’s most transformative journeys.

DESIGN CHALLENGE:

Rebranding Morph Maternity was not a simple task. It required a careful balance between moving the brand forward with a bold new identity and preserving the elements that long-time customers already trusted. This process demanded extensive research, testing, and creative exploration.

Identity Goals
The new identity needed to:

• Express transformation and growth without becoming overly sentimental

• Balance emotional warmth with a modern, fresh appeal

• Resonate with mothers as both a supportive and empowering brand

• Work seamlessly across packaging, apparel labels, digital platforms, and marketing materials

Rebranding Limitations
At the same time, the rebrand had to respect existing brand equity:

• Maintain recognizability for loyal customers

• Keep continuity with core brand colors and typography

• Ensure the new look felt like a natural evolution rather than a complete departure

CONCLUSION

The Morph Maternity rebrand transformed the visual identity into a modern, cohesive, and emotionally resonant system. Centered around the butterfly as a symbol of growth and transformation, the new identity communicates care, empowerment, and confidence, while remaining recognizable to loyal customers.

Through the updated logo, color palette, typography, illustrations, icons, packaging, website, and social media templates, Morph Maternity now presents a unified and flexible brand experience across all touchpoints. The comprehensive guidelines ensure consistent application, strengthening the brand’s presence and connection with mothers.

This project demonstrates how thoughtful design, research, and a strong creative idea can elevate a brand, making it more meaningful, visually appealing, and ready to grow with its audience.

CREATIVE SOLUTION:

At the heart of the new Morph Maternity identity lies the butterfly - a timeless symbol of transformation, beauty, and renewal.

Just as a butterfly emerges from change into a more vibrant and meaningful form, the brand represents the profound journey of motherhood: growing, evolving, and becoming stronger every step of the way.

The butterfly motif informed the entire visual system. Its soft, organic shapes inspired the new logo, creating a sense of care, balance, and gentle movement.

The color palette evolved from Morph’s original tones into fresher, more contemporary shades, keeping the brand recognizable while making it feel modern and inviting. Typography followed the same principle - approachable, rounded, and human, balanced with clean modern fonts for clarity.

Patterns, icons, and illustrations extended this idea across applications, giving Morph a cohesive and flexible identity system.

Whether on packaging, maternity cards, or digital platforms, the butterfly presence is subtle yet unmistakable: a unifying thread that reflects the brand’s values of growth, empathy, and empowerment.

Logo Development:

The butterfly icon at the core of the logo was meticulously crafted on a strict architectural grid. Every curve and proportion was carefully considered to evoke movement, balance, and elegance — reflecting the transformative journey of motherhood. The geometric precision of the grid ensures consistency across all applications while retaining a soft, organic feel.

This structured yet delicate approach allows the logo to function as a strong visual anchor for the brand, reinforcing Morph Maternity’s identity at every touchpoint.

Color Palette:

The color palette for Morph Maternity was carefully developed to balance continuity with modernization.

Building on the brand’s original colors, the palette was refreshed to feel softer, more contemporary, and inviting, while maintaining recognition for existing customers.

• Core Colors: Gentle neutrals and pastels form the foundation, evoking calm, warmth, and trust - essential qualities for a maternity brand.

• Accent Colors: Brighter, yet harmonious tones were added to bring energy, optimism, and modernity, allowing the brand to stand out in digital and physical applications.

• Functional Use: Each color was chosen not only for its emotional impact but also for practical application across packaging, apparel, digital platforms, and marketing materials. Contrast, readability, and accessibility were key considerations to ensure the palette works in real-life contexts.

The result is a cohesive, flexible system that supports the brand’s story of transformation, care, and empowerment while giving Morph Maternity a fresh, modern visual voice.

Butterfly as a Core Graphic Element:

The butterfly serves as the centerpiece of Morph Maternity’s visual language and a versatile graphic element throughout the brand. Its abstract, flowing form conveys movement, growth, and warmth, reflecting the transformative journey of motherhood.

Applications include:

• Backgrounds: Subtle butterfly-inspired shapes and patterns add texture and depth to packaging, social media posts, and website sections.

• Accents: Small butterfly motifs highlight key content, calls-to-action, or product details, adding visual interest while maintaining a soft, approachable aesthetic.

• Containers & Frames: Organic butterfly shapes are used as frames for images, cards, and other brand assets, creating cohesion and reinforcing the brand’s nurturing character.

Through these applications, the butterfly becomes a unifying visual element that is flexible, modern, and emotionally resonant, strengthening Morph Maternity’s identity across all touchpoints.

Bespoke Icon Sets:

Morph Maternity features a custom icon set designed to clearly communicate product features and service advantages while matching the brand’s soft, approachable style.

• Product Features: Icons indicate sizing, care, comfort, and usability.

• Service Advantages: Icons highlight delivery, support, sustainability, and other key benefits.

The icons provide a functional visual language that strengthens recognition and ensures consistency across packaging, digital platforms, and marketing materials.

Packaging:

Morph Maternity’s packaging was designed to reflect the brand’s values of care, transformation, and modern motherhood.

Soft, contemporary colors and subtle butterfly motifs create a sense of warmth and elegance, while the flexible design system ensures consistency across product lines.

The packaging incorporates functional elements such as clear labeling, easy-to-read icons, and durable materials, providing both practicality and a premium feel.

Each package becomes part of the brand experience, reinforcing Morph Maternity’s identity and connecting emotionally with mothers at every touchpoint.

Special Offer & Promo Icons:

Custom icons were created to highlight promotions, special offers, and seasonal campaigns, making them instantly recognizable to customers. Designed in the same soft, approachable style as the main icon set, these icons maintain brand consistency while drawing attention to key messages.

They are used across packaging, digital platforms, and marketing materials, ensuring that promotional content is both clear and visually integrated with the overall Morph Maternity identity.

WEB SITE LAYOUTS & DIGITAL MATERIALS

Web Site Layouts:

The Morph Maternity website was designed to provide a seamless, engaging experience for mothers while reflecting the refreshed brand identity. Layouts focus on clarity, accessibility, and emotional connection, using soft colors, butterfly motifs, and consistent iconography throughout.

I developed particular key pages and created a special set of illustrations within the brand’s identity style to enhance the website’s visual storytelling. These illustrations, combined with patterns, accents, and icons, make navigation intuitive while reinforcing the brand’s caring, modern personality across all digital touchpoints.

Instagram Templates:

Custom social media templates were designed to ensure Morph Maternity’s brand identity remains consistent and recognizable across all platforms.

The templates incorporate the butterfly motif, brand colors, typography, patterns, and iconography, creating a cohesive visual language that aligns with the refreshed identity.

These templates make content creation faster and more efficient while allowing flexibility for different types of posts, including promotions, product highlights, tips for mothers, and seasonal campaigns.

By unifying the look and feel of the brand online, the templates strengthen engagement and reinforce Morph Maternity’s modern, caring personality.

Brand Guidelines:

To ensure consistency and ease of use across all touchpoints, a comprehensive brand guideline was developed for Morph Maternity. It consolidates all brand assets, including the logo system, color palette, typography, butterfly graphics, icon sets, patterns, illustrations, packaging, and digital templates.

The guidelines provide clear instructions on proper usage, proportions, spacing, and application examples, helping internal teams and external partners maintain a cohesive brand identity. This resource ensures that Morph Maternity’s refreshed identity is applied consistently across packaging, digital platforms, marketing materials, and social media, preserving its recognition, personality, and emotional connection with mothers.