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HaPitzpootzia: Humor and Product Thinking in Motherhood

Personal Project
Year: 2024 – Ongoing

HaPitzpootzia is a self-initiated project that blends humor, storytelling, and product thinking to capture the emotional rollercoaster of early motherhood.
Born-literally and figuratively-after the birth of my daughter Anat, this project gave me a creative outlet to express the mix of joy, guilt, confusion, and hilarious moments that come with becoming a parent.

Through illustration, playful writing, and product concepts, I created a visual universe that resonates with new mothers-those who find themselves overwhelmed, exhausted, deeply in love, and occasionally covered in mashed bananas.

The project includes illustrated prints, a "sleep bingo" game, sticker albums, and more to come. It’s a space where the serious world of parenting meets a wink and a smile.

My Role

This is a solo project that I concepted, designed, illustrated, and wrote entirely on my own.
It combines skills from multiple areas:
- Visual design & illustration
- Branding & tone-of-voice
- Emotional research through lived experience
- Community engagement through social media

The Challenge

After giving birth, I was flooded with feelings - many of which weren’t being reflected in the mainstream content around parenting.
Everything felt either too polished or too clinical.
I wanted to give voice to the in-between moments: the guilt after watching Netflix while breastfeeding, the internal debates about pacifiers, the bittersweetness of realizing how fast time flies.

How could I create something honest, raw, and funny-  while still beautifully crafted?

The Process

This project evolved organically:

  • I began sketching real-life experiences, usually during naps or late-night feeds.

  • Patterns started emerging: recurring emotions, mom-guilt loops, universal awkward moments.

  • I created a consistent visual language: soft colors, round forms, and a tone that’s both tender and cheeky.

  • I tested ideas through Instagram posts and direct conversations with other moms.

  • I gradually shaped the illustrations into products: wall prints, cards, games, and gift ideas.

I approached it like a real product – identifying a need, crafting a voice, and designing with intention.

The Outcome

HaPitzpootzia is now a growing collection of illustrated products, with early sales starting and more launches planned ahead.

More importantly, it’s a creative playground I truly enjoy - one that continues to spark new ideas and connect me with a wonderful community of parents.
It also serves as a reminder that emotional design doesn't always need an app; sometimes it starts with a belly laugh.

This personal project was independently created and is fully owned by me, including all illustrations and designs.

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