Mumossa’s primary target audience is moms between the ages of 30-55 and who are looking to do something for themselves. These women are fun, young at heart, and look forward to that one hour they can let go of social labels and be their authentic selves.
The research phase included a deep dive into:
- The competitive landscape and the industry
- Target market development
- Consumer Insights about the target market
- Areas of opportunity and key learnings
- Design direction explanation
- 2 proposed designed directions to choose from presented via moodboard
The insights from this phase, along with previous conversations, were used to help guide both the identity design and the brand messaging strategy.