Mầm
A Natural Beginning for First Steps
“Mam” is the first toddler walking shoe line in Vietnam to be thoroughly researched and developed by Biti’s, marking an important milestone in applying technology and a natural foot development philosophy for young children.
The product incorporates technology transferred from Vivobarefoot, a British footwear brand renowned for its barefoot philosophy—designed to replicate the sensation of walking barefoot while protecting and supporting the natural structure of the foot.
In this project, we partnered with Biti’s from the early stages, contributing across the entire journey—from product design to brand imagery and experience building for the Mam collection.
Service
Advertising
/
Product Design
Year
2024-2025
Client
Biti's
Product Design for the “Mam” Collection
We participated in the design process of the Mam footwear line, closely aligned with barefoot technology principles: lightweight, flexible, safe, and supportive of developing feet.
The design language was intentionally minimal, soft, and approachable—tailored to the needs and aesthetics of modern young families.
Brand Imagery & Social Content Development
Our team developed a cohesive visual system and social media content strategy centered on the emotional theme of “first steps.”
The imagery was crafted to feel warm and intimate, highlighting parental care, trust, and the gentle support given to children as they take their earliest steps in life.
Lookbook Photoshoot Production
The lookbook was produced to clearly communicate the essence of the First Shoes line—natural, lightweight, and safe.
From setting and color palette to product presentation, every detail was carefully considered to balance visual appeal with authenticity, placing the shoes naturally within the context of Vietnamese family life.
Gift Set Design: Shoes & Baby Toys
Alongside the footwear, we designed a gift set combining Mam shoes with baby toys.
The set was envisioned as a meaningful keepsake for a child’s first milestone—where the product goes beyond functionality to carry emotional and symbolic value for families.
Biti’s First Shoes – Mam represents the convergence of international technology, human-centered design thinking, and family-oriented emotion.
By being involved from the project’s early stages, we ensured consistency across product design, visual identity, and brand storytelling—helping position Mam as a trusted choice for first steps among Vietnamese families.