MATR BOOMIE Logo & Visual Identity
Background and Strategy
MATR BOOMIE is a leading fair trade wholesale social enterprise based in India and Austin, Texas. The company's previous name, Handmade Expressions, was facing increased competition and sought to rebrand to help them connect with their audiences. We collaborated with Smith & Co. Creative to deliver a complete rebrand that would finally show the world what the brand is capable of.
Strategically, we recommended leading with emotional, evocative lifestyle and design — but quickly following up with a spot-on, practical shopping experience, amazing customer service and impact stories that matter. We focused on the notion that we are all part of the same human family. We can be sophisticated and approachable. We can use our love of fashion, life and adventure as an intriguing doorway to our deeper mission.
Logo & Visual Identity
Strong, simple and sophisticated, the MATR BOOMIE logo speaks to partnership and
collaboration — each person and piece coming together to create something new and bigger
than just the sum of its parts. It balances the masculine and the feminine with ease, while embodying a positive, upward energy. It emits a distinct vibrancy and dynamism, while also feeling clean and polished.
The M mark’s interweaving lines evoke the spirited design process of MATR BOOMIE products, which doesn’t just reference the tactile artisanship but the interconnection of two worlds — India and Western society. It’s a dynamic, beautiful interplay of two worlds that is both sophisticated and raw — the work, the relationship and the products ever evolving.
Total Scope of Services
Collaborating with Smith and Co. Creative on strategy, naming, copywriting and tagline creation, we delivered:
- Industry Forecasting
- Audience Analysis
- Brand Strategy
- Naming
- Tagline
- Messaging
- Logo and Visual Identity
- Web Home Page Design
- Launch Strategy
- Product Design Guidelines
- Hang Tag Strategy & Design
