Bloom — in pregnancy, birth, and beyond.
Føderommet (translated: the birth room) is a private practice led by a group of doulas, midwives and course instructors who are passionate about helping their clients get the best possible start on their journey into parenthood — through offering doula support, home birth, pregnancy follow-up with a midwife, birth preparation courses, various treatments, pregnancy yoga and maternity yoga.
Founder Anette reached out to me with a vision of what she wanted this brand to be, and I was honoured when she trusted me with the task of bringing that vision to life through a visual brand identity. I guess in a way, that makes me… a brand doula?
The final brand identity is centred around the concept of “blooming” — and helping new parents to feel nurtured and safe as they bring a new life into the world. The rounded logo shape is reminiscent of a growing baby bump, while the leaves symbolise life and growth.
We help parents-to-be feel safe and cared for throughout pregnancy, birth and maternity.
— Anette Hommel, founder
I wanted to mirror the rounded logo shape in the typography, and chose Quincy CF — a modern variant of a classic serif with soft details that give a distinctive character and a welcoming and friendly expression. I wanted to balance this with a sans serif, and Geologica stands in delicate contrast to Quincy's round, soft shapes.
Founder Anette had fallen in love with a deep, earthy shade of green — and it was perfect for the vibe she was after, so I used this as a base for a soothing palette of muted and warm colours.
Finally, the leaf shapes from the logo were used to create a decorative surface pattern that adds playfulness and depth to the brand identity.
Your brand next?
I'd love to help you build a brand that truly represents what you stand for and the vision you have for your business — and the world. When you work with me, you'll get a gorgeous visual brand identity that communicates the essence of your brand and helps you attract + connect with your dream clients. Book a call or find me on Voxer for a chat about your options over a virtual cuppa!