In January 2019 we spent one week in the Nuwara Eliya (Sri Lanka) workshop, clarifying Amma’s brand message and developing their identity. We then spent the following months refining this identity and updating key brand elements, as well as creating new ones.

Amma is all about the women; mothers and daughters. The newly defined values reflect the spectrum of what being a mother encompasses. We replaced the description 'Natural Dye' to 'Grown Colour' to better explain the unique work of Amma, the process and ethos. This culminated in the Amma manifesto and new tagline; Grown Colour, Mother Made.

Other outcomes included a custom typeface, colour palette, illustrations and other graphic visual assets, brand guidelines, photography and a brand video.