We weren’t here to invent a personality. It was already there — strong, grounded, and full of purpose. Our job was to make it visible. The new logo is built from two M’s — the brand’s initials (Mums Matter) — forming a soft, structured crown. Simple, intentional, and quietly expressive. It stood for strength, care, sovereignty, self-worth — everything this work holds, without needing to overexplain. Because parenting, birth, recovery, grief — it’s all massive. And the women going through it? Queens. Then came the brand statement: Due to you. Three words that carried everything we wanted to say: – Due as in due date – Due as in what you deserve – Due to you — because of you, thanks to you, for you Short, grounded, layered — exactly the k