COUCOU

CouCou, located in the South End neighborhood of Boston, MA, is a children's boutique that offers clothes, toys, crafts, homewares and gifts, imported from all over the world. Astrid, founder and owner, launched a new section in her store geared towards moms and she wanted to create a logo that was text-based to represent it. It is called 'Mamma' and it offers clothing, beauty and lifestyle products. I started playing with fonts that I thought embodied and related to the current CouCou branding, while also maturing it. After 2 rounds and many fonts later, we went back to a first round pick, highlighting the 'am' and came up with a "i am mamma" campaign.