WINGS - Wings is the name of the brand for baby products, we will start with WINGS Diapers and wipes

We are designing for:
www.THEBABY WINGS.com, the first e-commerce site of baby products (WINGS is the name of the brand, ie: Wings Diapers, Wings Wipes) with a single but powerful promise of a guaranteed donation to organizations that encourage girls to own their future, we believe in the power of moms to shape all of us so on every purchase you make you’ll be investing in great moms of the future.

Who is our consumer?
Woman who believe that freedom to chase a fulfilling life start with great moms. She values freedom to do what she wants, as she knows that when everyone is free to choose to their own path brings progress and diversity. She treasures the role of motherhood, her mother (or grandmother) greatly shaped who see is, so now as mom she wants to do everything in her hands to give freedom and opportunities to her child. As a woman, a mom, in career, in life she has had to fight gender inequalities and pursue opportunities harder, she believes in paving the road for girls and future moms will have a greater impact in our world.

We will have succeeded in this design when:
We develop a unique logo and identity for THE BABY WINGS (and therefore WINGS as a brand) that shows freedom, strong expressive edge yet warm. Its application in every media (FB, twitter, youtube) should bring to life that unconventional character but remain highly appealing to mothers of babies (don’t take it too far that mothers rejected)

What consumers should see/feel when seeing the design?
Vibrancy, uniqueness and a brand that is non-conforming and prepared to go its own way,

Creative considerations
• Our preferred route is to develop our own, unique new symbol for logo that later can become a trademark (like the Nike swoosh)
• Potential application of your designs: logo design will be preferred over white background, the logo should have the potential to be implemented in baby products like diapers, wipes, etc. so be careful with elements that might be hard to print in products…
• Colors: work with maximum three colors for design over white background. Striking and contrasting colors, often with black/greys as the base, for a bold and a daring statement combined with smooth/soft colors (used in baby products) – simplicity is king, so less amount of color is preferred.
• Take risks! Blending into the crowd of baby products is NOT the goal. We don’t want to be another teddy bear or angel in baby’s products.