Hemmed Press is a monthly subscription service focused on the social and emotional needs of new mothers. A new take on care packages, Hemmed Press recognizes that when the mother is seen, encouraged, and honored, the whole family is mended together. With meaningful and memorable moments, for you and yours.
For you and yours.
Brand Identity
Packaging
Merchandise
Key findings show that 82 percent of young mothers report feeling lonely, with nearly 90 percent of moms saying they rely more on digital communities than in-person ones for parenting advice and emotional connection. For Gen Z moms, the concept of having a “village” of support is missing. In an online forum, when asked “What did you need but didn’t get enough of during your first year after having a baby?” an overwhelming majority mentioned the lack of adult conversations and social interactions… that and burp cloths. In its creation, Hemmed Press was guided by this question: How can we craft an experience that centers on social interaction and meet the internal needs felt by Gen Z mothers?
Problem
Much like the hem of a garment, motherhood is an outlet of bringing together, providing security, and the creating and nurturing of something new. Hemmed Press functions as a tiered subscription service that includes categories of handmade art, letters, and gifts, each sustainably made and supporting small businesses that are either women or mom-owned. The visual aspects of the brand resemble classic printer’s marks of the 15th century, while maintaining nods to traditional maternal craft and children’s toys. The mark itself resembles a simple house made up of softened blocks, echoing the symmetrical building block nature of cross-stitch and embroidery craft. However, the brand is stable and resolute, offering a trustworthy insight into the Hemmed Press audience is capable of building.
Solution
Meet Ava. After having her first son in 2020, Ava experienced a difficult postpartum season. Though baby showers and registries may have supplied tons of clothes, diapers, and toys, one thing was consistently lacking: social connection. Especially within the realm of social media, she found herself falling into comparison with the idealized version of motherhood.
So she wanted to create something that was tangible, and that felt real. As a lover of quality goods, artistic expression, and all things analog, Ava decided it was time to start something that met this need. Her goal? To reach other young moms like her, with meaningful and memorable items to join them in their postpartum journey.
Brand Story
Typefaces: P22 Folkart by P22 Type Foundry, Loretta from Nova Type Foundry
All imagery used for academic purposes.