Comia
Client story
Comia’s founder, Nechama, came to us with something genuinely exciting — a smart nursing pillow that actually tracks how much milk your baby is drinking. This bright idea stemmed from Nechama’s own experiences with breastfeeding. From the overwhelm of “Am I doing this right?” to the uncertainty of whether her baby was really getting enough. After many visits to lactation consultants in the cold of COVID winter, she started dreaming of a product that would let her easily see how much milk her baby was drinking at the breast in the comfort of her own home. Something that would truly be the first of its kind and finally bring the nursing pillow into the 21st century.
But Nechama knew that it’s not that simple to introduce something new like this to a product category where everything is the same. That’s why she came to us, with hopes that investing in branding would help Comia not only look great, but also build trust and easily communicate what makes Comia different.
She had a clear vision: a brand that felt like the future of the industry. Not the typical pastel baby aisle. Not a product for babies. A brand built entirely around the mom — her experience, her peace of mind, her empowerment. Our job was to make sure the design said all of that before anyone read a single word.
"Besides being an incredible designer, Abbey and her team are extremely patient. Getting to the right branding and website takes time, and the Wayfarer team is patient and dedicated to keep at it until everyone is happy."
Process
The big creative challenge: Comia is a tech product, but it serves one of the most intimate experiences in a mother's life. Too clinical and it loses the warmth. Too soft and it loses credibility as an innovative device. We needed to land somewhere in the middle — smart and trustworthy, but also feminine and uplifting.
We found our answer in a flower. Since breastfeeding is ultimately about helping a baby grow and thrive, a flower felt like the perfect symbol — representing nourishment, development, and the connection between a mom and her baby. (And yes, with the right shape, it can also read as a subtle nod to the breast itself — intentional, clever, and very much on-brand.) The mark was designed to feel modern and clean, more tech logo than baby product, while the letterforms were softened with gentle curves to bring in warmth and femininity. For the color palette, landed on yellow for the brand’s signature color. Yellow is optimistic, joyful and uplifting – everything we want customers to feel when they interact with Comia.
For the packaging, we wanted to exterior to be clean and minimal — the kind of understated box that signals quality before it's even opened. But once you lift the lid, the whole interior is drenched in Comia's signature yellow and features a floral pattern with uplifting messages for new moms. We carried the branding through to the pillow itself too, in the small details: the flower icon as the power button, yellow piping along the entire edge, the logo on a fabric tag.
The result? Retailers have insisted on displaying the pillows with the boxes — because the inside is too good to hide.
Because Comia is a genuinely new kind of product, the website had to educate without overwhelming. We built their website on Shopify and added custom-coded details to their theme to set the site apart, including:
A comparison section that walks visitors through how Comia's two pillow options stack up against conventional alternatives.
Illustrated icons that break down key features at a glance.
Flower icons throughout the site are subtly animated — slowly spinning as you scroll.
These are small details, but they’re the kind of things that make a website feel memorable rather than just a generic theme.
The Results
A brand that makes a new product feel inviting, not intimidating. And an experience that makes breastfeeding moms feel supported. After launching, Comia quickly sold out online and landed a few retailers in New York City. It’s just the beginning for them and we can’t wait to see how they grow. 💛
Our Role:
Brand Identity, Packaging, Shopify Design + Development, Social Media Assets
Collaborators:
Photography by Rachel Fellig
