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Brand Identity
bürp
Role /
Creative Direction
Art Direction
Brand Developent
Year /
2021
Singapore baby brands are a dime a dozen, with most brands leaning towards similar aesthetics and products. The fun challenge in this case was to create a brand that distinguishes itself based solely on branding. When contrasting existing brands with the actual experience of motherhood, I noticed a stark dissonance between their perfectly curated aesthetics, and the actual messy reality of motherhood. In creating bürp’s identity, I focused primarily on the concept of embracing mess, hiccups and imperfections, developing a personality that is refreshingly bold and innovative.
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