MOM is a kids concept store based in Menorca. They stand for not just being a shop but a full experience, unique brands, workshop, small concerts, fun, fun and more fun. And that was what working on this project really was, nothing but fun. That doesn't mean it was an easy project, in fact it might be one of the toughest we've worked on. Creating something from scratch, with so many ideas, concepts and constraints set the basics of this brand. In catalan (Menorca's local language) "mom" is a face expression for taking your tongue out. Despite what it might look like, it is a friendly expression, so we developed a character as a brand identity. Simple, powerful, punk, memorable and fun.