Designing a bold, stereotype-breaking brand that champions resilient mothers through strength, community and culture.

When Maria, the founder of Ūkaipō, reached out, she had a powerful mission. She wanted to build a brand that would grow into a movement. One that celebrates motherhood, athleticism and includes subtle nods to her Māori heritage, while breaking down tired stereotypes around what it means to be a mum. Especially for those who are active, ambitious and passionate about their own strength.

With community at its core, the brand needed to feel bold and empowering from the very beginning. Events and networking would come first, with apparel to follow, so the visual identity had to stand strong on its own. It needed to act as a rallying point for athletic mums and mums-to-be. The brand had to speak to resilience, strength and self-worth, while feeling confident, fresh and full of purpose.

Together, we created a brand that doesn’t just represent a product. It represents a shift. A new narrative. A mother-made movement.

To see how the community is growing, follow along at @ukaipo.community and get inspired by these incredible women.

SCOPE OF WORK

Brand design

ukaipo brand logo design for a modern sportswear brand empowering mothers through movement
Empowered motherhood sportswear branding ukaipo campaign image with boxer and slogan ‘Born from motherhood, made for movement’
Ukaipo brand mark collection including monogram badges, submark design and responsive logo designs

BRAND GOAL

Create an innovative brand experience for ūkaipō that fosters a strong, supportive community for "mumletes." Empower athletic mothers and mothers-to-be by celebrating their strength and the evolving needs of their bodies. The brand needed to feel powerful from day one, sparking connection, breaking stereotypes and laying the foundations for future apparel, events and collaborations.

ukaipo billboard mockup for activewear branding mothers and mums to be with bold visuals and empowering brand design
Logo design refinement for ukaipo animated breakdown showing custom type development and design decisions for a bold sportswear brand for mothers
Brand campaign visual showing a pregnant woman lifting weights, paired with the brand message ‘Own your strength. Harness your power.’ promoting empowered motherhood through movement and sportswear
Ukaipo brand logo and tagline mock up on brand colour background

RESULTS

The brand identity, flexible logo suite and brand guidelines gave ūkaipō everything needed to move forward. From sharing visuals online to briefing suppliers and collaborators. With a clear tone of voice and a consistent look, the brand became easier to share, easier to talk about and easier to build around. It helped turn a big idea into something real and ready to grow.

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