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Research on brand design of maternal and child  
-- Taking the brand YingFaner as an example 

Mengya Xv 
Wuhan Textile University, Wuhan 430000, China 

Abstract. There are a wide range of topics included in brand research. In this paper, cherry style of 
maternal and infant brands is taken as the research object to explore the case presentation of brand 
design, pay attention to its details, and study and learn the awareness and quality that should be in 
the process of brand image design. Combined with interdisciplinary comprehensive research 
methods, brand science, semiotics, design, aesthetics and other relevant theoretical knowledge, on 
the basis of in-depth excavation of maternal and infant brands' own characteristics and market 
advantages, the characteristics and rules of maternal and infant brand design thinking are studied. 
This paper will be carried out in the following aspects: The first chapter is the overview of maternal 
and child brands; The second chapter analyzes the characteristics and rules of maternal and child 
brand design based on market research. The third chapter is the design concept and process, 
introduces the detailed business of the brand, establishes the market positioning and brand spirit 
and analyzes the audience group; The fourth chapter is the design process and the results show. 
Finally completed a series of designs such as the logo and auxiliary graphics of baby and baby brand 
Yingfan. The requirements of the logo and auxiliary graphics in line with its brand characteristics, 
brand spirit. 

Keywords: Maternal and infant brands; Brand design; YingFaner. 

1. Overview of maternal and Child brand design 

1.1 Overview of Mother & Baby Brand 
Maternal and infant brands should be understood as brands that operate a series of industries 

between mothers and infants (such as product sales of infant clothing, food, housing and 
transportation, early education, amusement facilities for infants, etc.). The mother-baby brand is one 
of the topics of general concern in today's society, and how to develop its brand visual image in the 
future has also received increasing attention from enterprises. The visual image design of maternal 
and child brand is an important means to convey its brand connotation. 

1.2 Brand Design Overview 
Brand design refers to the symbolic communication between the enterprise and the outside world 

based on the correct brand definition, including the process of brand definition, brand symbol, brand 
symbol communication system adaptation and adjustment, the task is to help the audience to extract 
and store brand information through scientific and beautiful symbols. Therefore, in the design process, 
it is necessary to have certain design methods and abide by certain principles in order to better 
complete its visual design. 

2. Subject market status and research analysis 
With the upgrading of the consumption concept and the change of consumption mode of the new 

generation of mother and infant users, the mother and infant market has ushered in the stage of rapid 
development in recent years. With the release of consumption power, the expansion of market 
capacity and the penetration of high-end brands, the maternal and infant market is developing towards 
the trend of individuation, quality and scenization. The future of maternal and infant has a huge space 
for imagination. 



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2.1 The market situation 
The market environment is constantly changing. In the face of the COVID-19 pandemic in 2020, 

the new driving force represented by the Internet economy is growing against the trend, and the 
maternal and child market is bursting with new vitality with the help of new marketing models. The 
driving force of market growth has shifted from demographic factors to consumption upgrading, 
further accelerating the expansion of maternal and child consumption market. 

In the new era, the maternal and child market brings brand development opportunities, but at the 
same time, the huge market demand also promotes the entry of new forces, capital entry, brands, 
intensified market competition, how to occupy a certain market share of new brands, improve brand 
competitiveness, to adapt to market changes has become an important concern. 

In recent years, with the guidance of China's new retail policy, fertility policy encouragement, 
consumption upgrading and the development of mobile Internet and other factors, the maternal and 
child market has maintained a rapid growth trend. The post-1995 generation has become the main 
birth force, and the new generation of families has driven new consumption patterns and demands. 
Maternal and infant consumption tends to be quality-oriented, service-oriented, context-oriented and 
convenient. 

Released recently, the baby tree again blockbuster "families raise way of 2020 year China white 
paper" (hereinafter referred to as the "white paper"), to do a thorough analysis for the current outbreak 
of maternal and infant industry, at the same time show the current situation of the relevant industry 
user perspective analysis, through to the young Chinese family structure, inoculation, the change of 
consumer behavior and habit in-depth investigation and research, Ten key words: overflowing career 
ambition, underestimated spiritual consumption demand, parenting sense of participation, wallet 
redistribution, near-field consumption economy, smart consumers, "mother and baby +" consumption 
power release, network generation Z, efficiency upgrade wave, virtual and reality. 

2.2 The research analysis 
After literature review and data collection, I get the following three conclusions: first, the new 

generation of mothers are full of career dedication, and family members are more involved in 
parenting; Second, the consumption of safe and healthy washing and care products increases, and fine 
mothers attach importance to yue themselves; Third, the consumption power of mothers and infants 
is released, covering clothing, food, housing, transportation and use. 
2.2.1 Increased participation of family members in childcare 

Mothers pay more attention to their self-worth, but their parenting anxiety has become a common 
phenomenon, and their spiritual consumption needs are seriously underestimated. Enabling mothers 
to realize their self-worth and care for their psychological and emotional needs may become an 
important way to enter their hearts. 

The educational concept of young families has quietly changed, the awareness of scientific 
pregnancy preparation has been constantly enhanced, and men's participation in pregnancy 
preparation has increased, mainly through smoking cessation, alcohol, healthy diet and other ways to 
adjust the body, so as to increase the market segmentation of family parenting industry, and add new 
thinking direction for product and service experience design of maternal and child brands. 
2.2.2 Consumption of safety and health care products increased 

Delicate and the heart of mother love regardless of age, skin care products essential for most 
mothers, just pay more attention to ingredients, "pregnant women is available" is breached the first 
threshold, pregnant mother mental "pure natural ingredients" to the key words are more popular with 
mother crowd, designed for mother who protect skin to taste will get more attention and development 
opportunities. 



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2.2.3 Release of maternal and infant consumption power 
Women are not only the main buyers of maternal and infant products, but also the main decision-

makers of the whole family consumption. Maternal and infant families have strong consumption 
demands in nutritional supplementary food, skin care and beauty makeup, home appliances, car travel 
and other categories. 

The awareness of nutritional supplements in pregnancy and infant period is increasing, but there 
are too many brands of nutritional supplements in the market, and there is a lack of scientific and 
professional systematic guidance, so it is a common pain point not to know how to choose. In order 
to win users' recognition, customized and differentiated marketing methods are needed, but also 
multi-faceted knowledge guidance is needed. In addition to nutrition, appearance level, taste and 
functionality, whether it is suitable for baby's development stage, taste and packaging have also 
become factors that post-1995 mothers consider when choosing complementary food. Diversified 
demands pose a higher challenge to the brand's innovation ability. 

Maternal and infant families take care of their babies in an all-round way, and it has become the 
biggest demand for home decoration to create exclusive space for babies in the renovation of home 
decoration. It can be predicted that the high requirements for home environment and air quality will 
be the universal appeal of young families for living quality in the future. In addition, mother and baby 
small household appliances are more and more diverse and subdivided, so that users perceive the 
unique value of mother and baby products has become the key to market expansion. 

3. Overview of baby and baby brand YingFaner 
Through the above investigation and the analysis of the results, the space for improvement of 

maternal and infant brand design is found, and the experimental brand visual image design is carried 
out. Through the brand design, the above theoretical research can be verified and reflected, and the 
maternal and infant brand "Yingfan" is selected for design. 

3.1 Business introduction 
The main business of yingfan, a maternal and child brand, is the treatment of family relationships, 

namely, psychological counseling and counseling on maternal and child, parent-child and postpartum. 
It also launches online micro classes and offline courses and training forms, with the promotion of 
maternal and child products such as picture books, the recommendation of nutritional meals and 
complementary foods, as well as information services and consultation, and brand agency. 

3.2 The market localization 
Market positioning is the arrangement for the product to occupy a clear, special and ideal position 

in the mind of the target consumer relative to the competitive product. Therefore, marketers must 
design positions that differentiate their products from competing brands and achieve maximum 
strategic advantage in the target market. 

Considering the consumer consumption level of the face and trying to broaden the audience, the 
market positioning of ying Fan is relatively compromise, which is roughly in the middle to middle 
and high end level. 

3.3 Brand spirit 
Brand spirit is the sum total of cultural factors such as meaning, symbol, personality, emotion and 

taste that brand represents and contains in consumer cognition. The essence of brand spirit is a spirit 
that can represent the personality of the enterprise. It is the career belief, value or business purpose 
gradually formed by the brand or the brand decision-maker in the long-term production and 
management. Brand spirit is an important part of brand culture. Brand spirit is not only decision-
makers' understanding of things, but also formed by the conscious practice of all employees in the 



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long-term development process of enterprises. Brand spirit satisfies the emotional and psychological 
needs of consumers and becomes the key element of competition. 

As for the brand spirit of YingFaner, at first I thought of "care with love, service with heart", "care 
for every moment", etc., but it was not in line with the purpose of Ying Fan and its meaning was too 
broad. Finally, it was changed to "Love first, pragmatism and concentration". 

3.4 audience 
Yingerfaner's target audience is not limited to expectant mothers, but also includes expectant 

fathers, pregnant women, new mothers and families with children under six years old. 

4. The design process 
The design process will be explained from two aspects of logo creation and auxiliary graphics 

creation. 

4.1 Logo Design Idea 
Logo design is divided into two stages of sketch and computer graphics. 

4.1.1 The sketch 
I did a lot of sketching in the early stage (see Figure 1). Finally, considering the beauty and integrity 

of the logo, the final choice is to fully surrounded the heart shape of the cherry blossom logo. 
My initial idea is to take into account the sakura rocks "caring for, pragmatic focus" spirit of the 

brand, the extracting the elements of love, and the brand name sakura girlies are brainstorming, draw 
a mind map, extract the cherry blossom elements, and then make love and the combination of two 
elements, then cherry blossom pattern further evolution, to become a little person with open arms. 
But later because of too complex, computer graphics made a part of the modification. 

 
Figure 1 Preliminary sketch of Yingfaner logo 

4.1.2 Computer graphics 
In order to make the shape of the cherry blossom more clear and more clear, I directly use the three 

representational disc cherry blossom designs, on the right side of the baby to swaddling bands (as 
shown in figure 2), but is still not clear, so I would disconnect between form and form, direct the 
outline of the shape of a baby, as a symbol of the final effect (as shown in figure 3). 



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Figure 2 The first edition               figure 3 The second edition 

4.2 Auxiliary graphic design ideas 
As for the auxiliary graphics of sakura Style, my idea is to use a cute cartoon head of a baby with 

a cherry blossom on its head (see Figure 4). The form of expression is dark line edge, and then color, 
this form presents a more lovely style, more in line with the theme of mother and child, easier to get 
the favor of mom and dad. The baby image has certain ductility, which can be extended to four images 
of male baby image, female baby image, sleeping baby image and baby bottle image. The four images 
can be used together or separately. 

Select cherry blossom pink, its complementary color, white and yellow (see Figure 5). 

 
Figure 4 Auxiliary graphics displa      figure 5 Brand standard color 

4.3 Brand Application Display 
The final brand application effect is shown in paper bags as an example (see Figure 6). 

 
Figure 6. Brand application paper bag display 



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5. Conclusion 
Through this design practice, the author deeply realized the importance of brand image design to 

establish maternal and child brand. In the process of brand design, it is very important to give visual 
elements information and connotation. The process of market research on maternal and child brands 
shows that design itself is not only a brand marketing means, but also an insight ability to capture the 
essence of the brand and bring people a unique sense of charm. It can help designers to observe the 
society and discover the wonderful at the same time, through the creative transformation design and 
processing of brand image, the refined elements are presented in a visual way in accordance with the 
aesthetic rules. Paying attention to its characteristics and connotation in design practice is helpful to 
improve the design self-cultivation of designers, expand their design horizon, and boost the 
development of maternal and child brand image design. 

References 
[1] Lin Wendong. Collection of Hand-painted Design Performance works [M].China Machine Press, 2006. 
[2] Burton, Advertising Copywriting [M].World Knowledge Press,2006. 
[3] Teng Xuemei, Huo Kang. Teaching and Application of Pattern Design [M].Higher Education Press,2004. 
[4] Wang Liqiang. Plane Composition [M]. Chongqing University Press,2005. 
[5] Wang Yiying. Creative Market [M]. New Knowledge of Life Reading, Sanlian Bookstore, 2005. 


	1. Overview of maternal and Child brand design
	1.1 Overview of Mother & Baby Brand
	1.2 Brand Design Overview

	2. Subject market status and research analysis
	2.1 The market situation
	2.2 The research analysis
	2.2.1 Increased participation of family members in childcare
	2.2.2 Consumption of safety and health care products increased
	2.2.3 Release of maternal and infant consumption power


	3. Overview of baby and baby brand YingFaner
	3.1 Business introduction
	3.2 The market localization
	3.3 Brand spirit
	3.4 audience

	4. The design process
	4.1 Logo Design Idea
	4.1.1 The sketch
	4.1.2 Computer graphics

	4.2 Auxiliary graphic design ideas
	4.3 Brand Application Display

	5. Conclusion
	References