The Mothers’ Ball A celebration of The Power of Mother, an event hosted at V&A for mothers2mothers, which was founded in 2001 in response to the HIV/AIDS pandemic in South Africa, with a clear focus – to eliminate the transmission of HIV between mother and child, reduce maternal death, and reduce stigma and discrimination. 

The brief was to develop a brand that could complement the m2m branding as a sub-brand, drawing inspiration from Africa and its rich culture. Extensive research was conducted on African patterns and symbols, creating an 'M' pattern that can serve as the logo and be transformed into a versatile shape and border device. 

The outer logo represents positivity and the brand's core value of joy.

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