CalmBub is a pre-parenting app designed to help prospective parents feel confident, prepared, and supported as they embark on their parenting journey. TheoryDept. was tasked with creating a brand identity that balances warmth and practicality, positioning CalmBub as a trusted resource for parents-to-be.

In crafting the visual identity, the focus was on approachable design elements—soft colour palettes, friendly typography, and comforting iconography—that reflect CalmBub’s nurturing ethos. The logo design itself embodies gentle reassurance and clarity, appealing to users who seek guidance without overwhelm.

Consistency and ease of use were paramount, ensuring that every brand interaction—whether through the app interface, marketing materials, or social media—felt intuitive, supportive, and engaging. Each design decision was made with care to foster trust and build a sense of calm confidence for expecting parents.

Ultimately, the branding approach helped CalmBub stand out as more than just an app, becoming a companion that supports and guides users through their journey towards parenthood.