An innovative new breast pump with bold branding that finally honors mothers for what they are worth — warriors.
Ask:
Launch a Kickstarter campaign built to succeed.
Client:
Calla - a wearable, discreet, and lightweight breast pump that mimics the natural suckling of a baby.
Challenge:
How do we earn mothers’ trust in a market overflowing with cold, clinical options?
Research Methodologies
A lil background on pumps...
For decades, breast pumps have borrowed tech from the dairy industry - machines designed for livestock, not mothers.
They pull, pinch, and bruise.
They dehumanize.
It’s time to change that.
They pull, pinch, and bruise.
They dehumanize.
It’s time to change that.
Being a mother is not only mentally but physically taxing.
It burns 500 calories a day.
It doubles your hydration needs.
It drains your energy — physically and emotionally
And yet, mothers are still shamed, pressured, and dismissed.
“They say ‘breastfeeding is best,’ but no one talks about how hard it is.”
- Alexa, new mom“My cousin told me not to get an epidural — because it wasn’t ‘natural.’”
— Kori, mom-to-be
“My boss docked my pay for pumping breaks.”
- Selma, new mom