Mom's Club is a women-focused wellness and social space in Istanbul — part café, part fitness studio, part community hub. The brand identity needed to feel warm and inviting without losing its edge: bold enough to stand on a street-facing light box, personal enough to feel like home on a coffee cup sleeve. We built a system rooted in earthy tones — chrome green, sage, cream, olive brown, and a signature orange — paired with hand-drawn illustrations of everyday rituals: kettlebells, coffee mugs, rubber ducks, open books. The illustration style bridges the playful and the grounded, giving the brand a voice that's confident, inclusive, and distinctly maternal without being precious.