Doulala

Doulala provides support that normalizes prioritizing yourself through pregnancy and postpartum by offering a hub of expert birth and postpartum resources, practitioners, and supplies throughout all four trimesters.

Inspired by the idea of “supported villages,” the Doulala brand leans into organic shapes, hand drawn elements and textured edges that feel natural, but still intentional and crisp. A custom hand-drawn logomark brings a sense of warmth and familiarity to Doulala's digital platform. The connecting letters use repeating looping forms to emphasize the natural ups and downs experienced along this imperfect journey.

The color palette takes an uplifting approach to typical earthy tones by pairing oranges, beiges, and greens with a pinkish-orange coral. Branded patterns, typography, color palette, and custom icons were produced in this brand essence.

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SCOPE: Brand Development, Logo Design, Brand Identity & Architecture