Mamãe Gringa

Mamãe Gringa was the brand I founded and built from scratch, designing the products, the e-commerce experience, and the entire user journey

Overview

Mamãe Gringa was a lingerie brand designed specifically for breastfeeding mothers. The goal was to create products that combined functionality, comfort, and aesthetics, something often missing from traditional nursing lingerie. The brand offered bras, panties, and clothing for pregnant and breastfeeding women, designed to help mothers feel confident while meeting practical needs during this phase of life.

As the founder, I was responsible for designing the entire brand experience, from product development to the digital touchpoints where customers discovered and purchased products.

This project reflects my early application of user-centered thinking, years before formally transitioning into UX/UI design.

Role: Founder · Product Designer · UX/UI Designer · Brand Designer

Timeline: 9 years

Industry: Fashion/ E-commerce

UX skills demonstrated

Although this began as an entrepreneurial venture, it involved many practices used in UX design today:

User research
User-centered product design
End-to-end customer journey design
E-commerce UX
Content strategy
Brand experience design

The problem

Most nursing lingerie available on the market focused primarily on functionality and often lacked attractive design.

Many breastfeeding mothers reported feeling that maternity lingerie lacked femininity and style, forcing them to choose between comfort and feeling confident in their bodies during pregnancy and postpartum.

The challenge was to design products that supported breastfeeding while also preserving the emotional and aesthetic experience women associate with lingerie.

Through conversations with mothers and researching the market, I identified key needs:

Functional lingerie for breastfeeding
Comfortable materials that adapt to body changes
Designs that help women maintain confidence and personal style

These insights guided the development of Mamãe Gringa’s products and brand positioning.

User insights

Through informal interviews with mothers, customer feedback, and market analysis, I identified several behavioral patterns. These insights shaped both the product design and communication strategy.

Emotional need

Women wanted to feel attractive and confident even during pregnancy and breastfeeding.

Practical need

Mothers require quick and easy access for breastfeeding.

Physical need

Pregnancy and postpartum body changes require adaptable garments.

Solution

Mamãe Gringa introduced maternity lingerie that combined functional breastfeeding design, comfortable materials and feminine aesthetics.

The brand created a more positive experience for mothers by addressing both their practical needs and emotional identity.

The strategy focused on:

Niche positioning (maternity lingerie)
Emotional branding
Digital channels for discovery and engagement

Product design

I designed maternity lingerie focused on usability and comfort.

Key design decisions included:

Cotton-lined bras for comfort
Front clasps for easy breastfeeding access
Five levels of back adjustment to adapt to body changes

These features aimed to improve both the functional usability and emotional experience of maternity lingerie.

Brand & Visual Identity

The goal was to position the brand as empowering, feminine, and modern, challenging traditional perceptions of maternity lingerie. I created the entire brand identity for Mamãe Gringa, including:

Logo and visual language
Graphic design materials
Packaging and printed materials
Campaign visuals

The brand emphasized femininity, warmth, and empowerment, reinforcing the message that motherhood and sensuality can coexist.

Digital experience

I wanted to create a simple shopping experience where customers could easily understand the product benefits and complete their purchase. I designed and managed the brand’s digital presence, including:

Website & e-commerce

UX structure and navigation
Product pages
Online purchase flow
Content and visual design

Through these channels, I managed how customers discovered the brand, explored products, and interacted with the company.

Social media strategy

Social media played an important role in communicating the brand values and connecting with the target audience. I built the brand’s social media presence from the ground up.

Social media

Content planning & strategy

Visual storytelling

Campaign imagery

Photography direction

Community engagement

Through these channels I managed how customers discovered the brand, explored products, and interacted with the company.

Unfortunately, my Instagram account was hacked, and all the content was wiped, but I still have the photos I originally posted.

Marketing & Campaigns

I also created marketing campaigns that reinforced the brand message. One example was the campaign Mother. True beauty celebrating the beauty of motherhood, encouraging women to feel confident and empowered while breastfeeding.

The campaigns combined product storytelling, photography, and social media content to build a strong emotional connection with the audience.

Impact

Through founding and running Mamãe Gringa, I gained hands-on experience designing an end-to-end customer experience.

This included:

Designing physical products based on user needs

Creating a brand experience

Building an e-commerce platform

Managing the full customer journey from discovery to purchase

The project strengthened my skills in user-centered thinking, product strategy, and digital experience design, which later led me to pursue UX/UI design professionally.

Key learning

Building Mamãe Gringa taught me how to design experiences by deeply understanding users. This project shaped the way I approach design today by showing that successful products require:

empathy for users

iterative improvement based on feedback

alignment between product, brand, and digital experience

These principles later guided my transition into UX/UI design.