Organizing a postpartum nutrition practice into one path, in three languages

Context

Pura Mama is a postpartum nutrition practice founded in Calgary by Daniela Prado, a Certified Postpartum Nutrition Specialist who went through a hard postpartum herself before she had the certificate.

The practice reaches mothers four ways: a free app, meals delivered from a partner kitchen, a chef who cooks in your own kitchen, and one-on-one coaching with lab work behind it.

Problem

Four offers at four price points, from free to $549, aimed at one person whose needs change every few weeks. What a mother needs at 38 weeks pregnant and at nine months postpartum are different problems, and a single list of services asks her to work out which one she is.

The category compounds it. Postpartum wellness runs on soft language, and a practice built on clinical training has to sound like one without sounding like a clinic.

Stage first, service second

The site opens by asking where you are: pregnant, the first 40 days, rebuilding, depletion, finding capacity, or still not yourself a year on. Pick a stage and the page answers with what is happening in your body, what the app does about it, and what the team can do beyond it.

The offers are still there, but a mother arrives at them through her own situation rather than through a price list.

Three languages, one system

The site runs in English, Spanish and French, with the recipe library drawing on four culinary traditions rather than translating one. Language is a switch in the header, not a separate site, so a mother can read her plan in the language she thinks in.

Warm where the category is clinical

Cream, terracotta and sage, a high-contrast serif against plain sans copy, and food shot warm and overhead rather than styled flat. The dark sections carry the app, so the product reads as the precise part of a warm brand.

The practitioner stays visible

Daniela is on the page with her credential and her own postpartum, and every recipe and approved menu is held to the bar she uses with clients one to one. A library of guides sits underneath, answering what mothers actually search for in the first weeks.

The same system in print

A trifold for clinics and midwives, carrying the five pillars of postpartum healing on one panel and the offers on the other. Same palette, same type, and a QR code straight into the app, so a brochure handed over at an appointment lands in the same place the site does.

A flyer for the events side

Mama Morning Club runs the practice's in-person mornings: mat Pilates in a park, a pelvic floor demo and a nutrition talk, for new mothers and mothers-to-be. The flyer gets its own look rather than the site's — brick red, condensed caps, a ticket stub cut through the layout — and a QR code that books a spot.

On a phone

Every stage of this runs on a phone, which is where a new mother actually reads it.