- Web Design
- Brand Strategy
Orimaam | Dignite Empowers a Traditional Postpartum Brand’s Strategic Transformation
Dongfang Mama, a leading maternal health and postpartum recovery brand with nearly 20 years of expertise, partnered with the Lanza team to upgrade its brand system in response to an increasingly homogenized postpartum care market. Through category redefinition, brand persona development, a refreshed visual identity, and immersive experience design, Dongfang Mama established a differentiated positioning with “Traditional Chinese Medicine therapy + syndrome differentiation.” This transformation led to a complete brand evolution, recognition by CCTV, and rapid expansion of its nationwide franchise network.
Strategic Goals
In response to the increasingly homogenized and chaotic postpartum recovery market, Orimaam aimed to upgrade its brand system to strengthen its differentiated positioning in Traditional Chinese Medicine (TCM)-based postpartum care, and to embark on a transformational journey toward revitalization.
Category Repositioning
Refocused from “maternal care” to “postpartum restoration,” the brand redefined its core promise with a distinct value proposition: TCM Bianshi therapy + syndrome differentiation and treatment, carving out a clear competitive moat.
Brand Persona Development
We built the image of the “Eastern Postpartum Wellness Specialist” — a sincere, confident, and responsible Eastern woman who embodies both warmth and professionalism.
Slogan Refinement
“Restore the Roots, Rebirth the Soul” — leveraging TCM wisdom to fundamentally heal postpartum disorders, the brand empowers women’s transformation through therapeutic care, resonating with Eastern culture and modern female psychology.
Orimaam underwent a complete renewal of its brand visuals and philosophy, earning a featured segment on CCTV’s Health Basecamp. It has since become a benchmark in the industry and continues to rapidly expand its chain store presence.
This brand transformation journey with Orimaam not only enabled a traditional brand to evolve but also demonstrated how TCM can establish emotional resonance in the modern maternal care market.
