Case Study
The Shape of Life!
Some stories don't need copy. They don't need dramatic narratives or loud declarations. Sometimes, all a brand needs is the right shape - one that quietly holds meaning, emotion, and memory.
Prega News wanted an identity that felt more human, more emotional, and more in tune with today’s expectations of care. The challenge was to express something deeply intimate, pregnancy, without relying on clichés or heavy-handed visuals.
The design exploration led to a simple question: What form naturally carries the feeling of new life?
After rounds of visual trials, the FCB Kinnect team arrived at a soft, bean-like shape - instinctively reminiscent of a mother’s tummy. Organic, comforting, and instantly meaningful, it became the core of the new identity.
For years, pregnancy brands have leaned on pink for girls and blue for boys, visuals that box in an experience far more universal and nuanced.
FCB Kinnect team flips that script.
Instead of separating the two, the new identity merges pink and blue into graceful gradients of purple, its new primary colour.
