Mama Myla

Design: Alexander Manujlov
3D Visualiser: Pavel Gubin
Location: Russia
Project Type: Student Project
School: British Higher School of Art and Design
Course: Visual Communications
Tutor: Leonid Slavin
Packaging Contents: Wet Wipes, Liquid Soap, Baby Hair and Body Wash
Packaging Substrate / Materials: Plastic

Мама Мыла (Mama Myla) is a set of baby bathing products that include wet wipes, a liquid soap, and a baby hair and body wash. The name plays a key role in product branding. ‘Mama Myla’ is a part of well-known Russian ABC catchphrase ‘Mama myla ramu’ (‘Mother Washed The Frame’). It gets an additional meaning (‘As Mother Used To Wash’) when is used apart from the whole phrase.

The brand appeals to traditionalists who value the baby care conventions of their parents and grandparents. It communicates security, reliability, and care. The retro illustrations depict the late Soviet era objects that were typical for every Russian household. They are assumed to support the main message of the brand and bring to life nostalgic vibes in millennial parents.