Ama Mama — brand of baby and kids products
Ama Mama is a brand of baby and kids’ products developed specifically for the Chizhik retail chain. It covers a wide range of categories — from diapers and baby soap to wet wipes and juices. The project became a key part of expanding the baby&kids segment within the retailer’s broader strategy to create emotionally strong private labels.
Our work on Ama Mama included all core stages: from deep consumer research to building the brand platform, developing the naming, creating packaging design, and designing a scalable SKU and visual system. The children’s product category is among the most sensitive — for parents, factors like safety, care, and trust are critically important. That’s why every decision was made through the lens of parental perception.
We conducted a series of interviews with young parents, studying their fears, expectations, and shopping behaviors. As a result, we identified the core insight: parents need to feel care not only in the product itself but in every detail of communication. Based on this, we built a brand platform centered around care, love, and naturalness.
One of the most challenging tasks was naming. We needed a name that would be easy to remember, emotionally warm, and closely tied to the theme of parental love. That’s how Ama Mama was born — a musical, tender, and intuitively understandable name without the need for explanations.
The visual identity of the brand is built around friendly elephants — symbols of strength and gentleness at once. A soft color palette, cheerful illustrations, and clean design elements create an atmosphere of trust, which is essential for products intended for babies.
As in all of our projects, a core focus was on building a strong connection: consumer → brand → retail. We create brands that not only meet real consumer needs but also enhance the strategic goals of the retailer. Ama Mama helps Chizhik build long-term relationships with young families by creating emotional bonds and encouraging repeat purchases.
Ama Mama — I love you! is not just a slogan — it’s a sincere emotion that becomes part of the family’s everyday life.





CREDIT
- Agency/Creative: Clever Branding
- Article Title: Clever Branding Creates a Gentle and Scalable Identity for Ama Mama Baby Products
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Georgia
- Agency/Creative City: Tbilisi
- Market Region: Europe
- Project Deliverables: Branding, Packaging Design
- Format: Flow-Pack
- Industry: Health Care
- Keywords: kids' care
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Credits:
Creative Agency: Clever Branding