Mamie Bags
Why carry it…when you can roll with it
Details
A brand identity for MAMIE, a new bag company, built around a bold, rounded wordmark and a "Wheel" symbol that turns an everyday essential into something playful, modern and desirable.
Services
Brand Identity
Year
2026
MAMIE set out to rethink the wheeled shopping bag, a product often seen as purely practical, and give it a personality people would want to be seen with. The identity centres on a chunky, soft-edged wordmark designed to stand apart from competitors through its curved forms and approachable character. The dot of the "i" becomes the Wheel, a spinning, petal-like symbol that captures movement and travel and works on its own as a compact mark for favicons, social profiles and woven labels.
The colour palette balances warmth and confidence, anchored by a deep Mulberry and a soft Oat as the core contrasting pair, with Lavender Grey, Evergreen, Rosewood and Burnt Orange bringing in moments of playfulness. Typography follows the same balance: Geist and Instrument Serif Italic offer two heading voices, one clean and contemporary, the other expressive and editorial, while Aptos Mono gives body copy a structured, utilitarian feel that nods to the product's function. Together they support the brand line "The Necessity – for everyday life."