Branding , pattern and illustrations for odwoj

I collaborated with Odwoj, an Australian maternity brand, to create the full visual presentation for their pregnancy support belt. The goal was to design packaging and branding that felt warm, feminine, and empowering — reflecting Odwoj’s values of comfort and style for expectant mothersamazon.aeamazon.ae. My role covered every visual aspect: from the product box and informational insert to custom illustrations and fabric patterns. Specifically, I was responsible for:

Packaging & Insert: Designing the outer box, labels, and an instructional insert, ensuring all information was clear and on-brand.

Illustrations: Creating hand-drawn graphics (using Procreate) for the insert to explain the belt’s use in a friendly, engaging way.

Pattern Development: Producing multiple unique belt patterns (with Adobe Illustrator and Photoshop) so the product stands out from competitors.

These elements had to work together to communicate Odwoj’s promise of “comfy, lightweight, and totally reliable” support while remaining “totally unique” and fun.

I began with research and ideation, following industry best practices for packaging. First, I studied Odwoj’s brand, the maternity market, and competitor products to understand customer needs and visual trends. Next, I brainstormed and sketched many concept ideas on exploring different color palettes, typographic styles, and graphic motifs that could convey warmth and support. Using this wide range of sketches, I developed several distinct concepts.

Once initial concepts were approved, I moved into digital design. I used Adobe Illustrator to create precise packaging dielines and Procreate/Photoshop to draft the illustrative elements and pattern ideas. Throughout, I iterated on the strongest concepts: presenting mockups, gathering feedback from Odwoj’s team, and refining the inicial concept they had. This iterative process – driven by constant prototyping and client input – ensured the final designs aligned closely with Odwoj’s brand vision and the practical needs of pregnant customers.

The packaging was designed to feel personal and welcoming, echoing the brand’s supportive ethos. We incorporated hand-drawn illustrations and even a friendly message (“Hello, beautiful”) inside the box to create an emotional connection. Such custom artwork makes the package “catchy and original” and helps “transfer the mood and emotion behind the brand”. The result is a boutique-like unboxing experience that clearly hints at the belt’s comfort and support function.

Illustrative Branding: The whimsical, organic illustrations and friendly messaging infuse warmth into the design. This approach leverages the power of illustration to make the packaging more engaging and reflective of Odwoj’s caring

Brand-Aligned Aesthetics: We chose a soft color palette (whites, blush pinks, and peach accents) and a modern, approachable font to mirror Odwoj’s feminine, uplifting identity. This visual strategy ensures the packaging “communicates a brand’s values and ethos”. while also standing out on the shelf.

Informative Layout: All essential product details, benefits, and usage instructions were organized in a clear hierarchy. This clean layout follows the principle that clutter-free packaging wins consumer trust, since “parents don’t have time to decode cluttered”. In practice, key support features are highlighted with icons and short text, and the insert walks users through wearing the belt step by step.

Overall, the visual identity and packaging design reinforce Odwoj’s brand promise: a fun, stress-free pregnancy support belt. We also selected a sturdy, matte-finish cardboard box and non-toxic inks, tying into Odwoj’s quality standards and appealing to eco-aware shoppers.

We developed three distinct pattern collections to offer variety and match Odwoj’s playful brand. Each pattern conveys a different style and personality, so that every mother can pick the look she loves. For example, one pattern features delicate white daisies on a blush pink backdrop, another uses vibrant geometric shapes, and the third combines pastel abstract swirls. These varied motifs ensure broad appeal: trend reports note that “ditsy florals and the girly aesthetic are here to stay” validating our choice of floral prints for some designs, while the other patterns target fashion-forward tastes. Below are the key pattern styles created:

Romantic Floral: Soft white daisy motifs on a blush-pink background – a gentle, classic look for those who prefer a sweet, feminine aesthetic.

Abtrasct faces: Bold angular shapes and lines monochromatic – offering a contemporary, energetic vibe for trend-conscious moms.

Citrus Bloom – Lemon Pattern A fresh, hand-drawn lemon motif with soft florals and greenery — playful, uplifting, and full of personality. Perfect for moms who want a bright, spirited look with a natural charm.

Each pattern was crafted as a seamless vector repeat (in Illustrator) and tested in Photoshop mock-ups wrapped around the belt shape. This range of designs – from romantic to bold – highlights Odwoj’s diversity and modern outlook. By providing multiple style options, the belt stands out from competitors and connects emotionally with different customer personas.

Deliverables: The project concluded with a complete set of production-ready assets. These included the dielined pouch bag art and labels (print-ready files), a polished insert layout with all illustrations and instructions, and a library of final pattern artwork in Illustrator/Photoshop formats. I also provided presentation mockups showing the packaging and patterns in context.