Earth Mama, founded by Malavika Manay, was created with the objective to engage people to connect more deeply with their food. Her vegan, gluten free, and refined sugar-free smoothies and bowls are individually designed to reflect the elements of the earth, and those that make up the human body. Malavika herself has always been attracted to a healthy, sustainable way of living, and is currently a certified pranayama teacher pursuing a teacher training course in yoga.

Smoothie bowls by nature provide an abundance of visual inspiration to draw from, but the consideration here was to create an identity for Earth Mama that first reflected Malavika's own sensibilities and resonated with her. So, we explored a few different spaces to see what would fit right.

The first few drafts of the logo aimed for an earthy, floral look that felt like a natural extension of the idea behind Earth Mama. Another approach was to bring the 'Mama' bit alive, supported by an abstract pattern representing smoothie bowl elements. The third was a completely abstract approach, with terazzo-like patterns and an unusual colour scheme - an attempt to break the organic-foods mould. ​​​​​​​

The logo we finally settled on recreates a complete smoothie bowl, combining illustrations of specific elements that actually go into the recipes - edible flowers like pansies and sage, and blueberries - with a crescent shaped shadow representing the inside edge of a bowl or glass. The shadow doubles up visually as crescent moon, which, combined with the little stars sprinkled over the edge of the bowl, is a motif close to Malavika's heart and makes the identity more personal to her.