Branding & Stationary

The story about this project is very special. Irina grew up in rural Russia. She had always been very inspired by her nature-filled childhood and she loved crafting things. When she became a mother, this brought her closer to those creative roots. Motherhood is an experience that transformed her and that gave her a drive to pursue her handmade endeavours. She used this drive to sew and make goods for her kids. Then as her passion grew stronger, she decided to share her craft with the rest of the world. That’s when Madremania was born, and when she started dreaming up the idea of setting up her own Etsy shop!

As you can imagine, it’s no coincidence that the name of her brand would have the word “Madre” (mother) in it. As Irina likes to say:

“Firstly, I am a mother. Then, I am an artist and creator.”


Branding Goal

As usual, we began the process with our questionnaire, brainstorming together and coming up with the mood board. What would this very personal brand have to capture? One of Irina’s statements made it very clear to us: something rooted in the depths, in the past and at the same time life giving. Warmth, closeness to nature, connection with ancestors; mother’s force, connection with mother.

There was definitely something heartwarming and nostalgic about it. David and I do not plan to have kids, but we definitely connected with the idea just by really picturing it. It made us think of our own childhood memories like cozy evenings sitting by the fire, reading books, singing lullabies… And it also made us think of warmth and shelter. Those cold winter days, hiking outside then finding a cabin to rest and dream in. Just pure nurture, like a mother’s arms. This is what Madremania would have to represent, in all simplicity.

The colors we got inspired from are muted yet grounding. The imagery we got inspired from was delicate, simple & natural.

Designing the project


All of our previous research inspired us in our quest to build the main logo. The idea behind it? Well, “mother & child”.

We found a very simple way to display the duo through tiny, nature-inspired illustrations we created. Those were so fun to make, and I really did draw them in a tiny format so that they would be as simple as possible.

The pine tree one was our favourite. So we decided to make it part of the main logo, along with a delicate, handwritten “Madremania“. The rest of the botanical elements could be used to make seasonal versions of the logo, or to make fun patterns. I love how this exploration has now given us so many options to play around with, and it does help to make the brand more complex and versatile!

But that’s not all. We got quite dreamy into this whole idea, and it inspired us so much that we decided to create a secondary logo, just for the fun of it! We included the two characters of the main logo (mother & child pine trees) into a capsule scenery. With some mountains in the back, and the moonlight. The idea here is to bring depth into this whole story and to sort of show that mother’s presence is comforting, even in an intimidating environment. The starry sky is also emphasising this childhood dreaminess. Oh, how lovely it was to draw this…


The best part of it was actually showing the results to Irina. When we talked with her and saw her reaction during our presentation call, it reminded us exactly of why we love this creative job so much. Irina was so in love with it all, she was speechless and that made us all very emotional (and teary). It just comes to show that a process like this can be so deep, for all parties involved. We’re not doing this job just to stay on the surface – this is really what it’s all about.

You can find Irina’s shop and her wonderful creations on her Etsy shop here! Or follow her on instagram.


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