This project focused on a Mother’s Day campaign concept for a well-known South African medication brand. The goal was to develop a warm, emotionally engaging campaign that celebrated mothers (the brand’s primary audience) while exploring a suggested modernisation of the logo and packaging to show how the identity could evolve for a more contemporary market. The existing brand identity was built around red and yellow, colours that are instantly recognisable but also bold and dated in tone. I chose to retain these colours for brand recognition while softening their hues to make them more approachable and compassionate, aligning with the campaign’s emotional focus.
This campaign was designed to connect personally with mothers, portraying them not just as caretakers but as strong, multifaceted individuals deserving of appreciation and recognition.
The current logo was overly intricate and visually heavy, which made it difficult to adapt to modern packaging and digital formats. I designed a simplified, circular logo concept that retains the brand’s organic and natural character but translates more effectively across media. The revised logo features fluid, leaf-like shapes that symbolise care, nature, and wellbeing, reflecting the essence of the brand while presenting it in a cleaner, more timeless way. Combined with friendly typography and a softened colour palette, the new direction feels both familiar and refreshed.
Rather than a complete rebrand, this was a proposed evolution that demonstrated how the existing brand could modernise visually without losing its heritage.
At the heart of this project was the Mother’s Day campaign, which aimed to celebrate mothers as more than their roles at home, highlighting their individuality, strength, and love.
The central activation concept was designed for shopping malls and community spaces, where the brand’s core audience (middle- and lower-income families) could directly interact with it. Branded stands would invite people to write personal letters to their mothers, which the brand would then send on their behalf.
This interactive experience created a meaningful, emotional connection between the brand and its consumers, transforming an everyday medicinal product into a symbol of care and appreciation. The campaign’s visual and verbal messages were also adapted for social media, where key phrases like “You are strong” and “You are more than just a mom” were used in bright, heartfelt posts to extend the conversation online. The tone was designed to be uplifting, inclusive, and emotionally resonant, inviting participation both in-person and digitally.
The campaign visuals extended into large-format advertising, particularly billboards and posters. For these, I designed a mixed-media illustration that combined natural elements and medicinal imagery. The artwork features leaves and flowers arranged in the shape of a heart, interwoven with a medicine bottle – symbolising care, nature, and healing. The accompanying tagline, “You Are More Than Just a Mom,” serves as both a message of empowerment and a celebration of the audience the brand serves.
This combination of organic illustration and product imagery created a powerful emotional connection while maintaining relevance to the brand’s purpose. The result is an advertisement that feels heartfelt, memorable, and instantly recognisable within the brand’s visual world.
This project demonstrated how a legacy medication brand could reconnect with its audience through empathy, storytelling, and thoughtful design. By reimagining its colour palette and visual tone, and introducing a campaign that celebrated its core customers, the brand could evolve into something more human, relatable, and emotionally resonant.
The result is a design direction that honours the brand’s heritage while offering a fresh perspective one that combines care, community, and connection in a way that feels authentic and enduring.