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Laika challenge was to design and translate into brand design (name, verbalization of brand culture and design) the essence that our client wanted to print in the daily life. MOM was born with a manifesto, proposing a rupture in the relationship with dogs and cats to return to the animal nature. Yes, MOM – dogs & cats & you – is a new old way of relating to animals. The starting point was based on two aspects: family, represented in the totems and their concept of clan; and care giving matrix, the nature, represented by the earth, that makes nutrition possible.