WATAMAMA

The challenge presented was to create a brand for an e-commerce website, aimed at the women’s fashion market for clothing, footwear and accessories, with tropical and ethnic inspiration, with representation of local, Brazilian and African designers, stylists and creators.

The briefing gave rise to an intense search for expressions, terms or simple sounds, which evoked an ancestral inspiration of African or South American roots, and whose sonority alone suggested the intended ethnic cultural environment.

The expression WATAMAMA, despite being completely unknown (it is a relatively uncommon proper name and present only in Indonesia), simultaneously presents a curious familiarity, a primitive sonority and a playful flavor in its pronunciation.

The proposed graphic solution created a proprietary alphabet with an exotic design, where the “M” and the “W” have exactly the same inverted shape. By dividing the word into two lines, a logo was created where the first letters suggest a handmade adornment or an ethnically inspired textile pattern.