Mothercare

Established in the early 1960s, Mothercare has long been recognised as a pioneering retailer, however, after 40 years the brand was suffering from both fatigue and increased competition. A comprehensive makeover was required to maintain a competitive edge and consolidate the brand’s position as a household name.

The Challenge

NB was commissioned to create a refreshed communication system that better reflected Mothercare’s mission to ‘minimise the lows and maximise the highs of parenting’. The system had to be clear, rational, robust and easy to use.

What we did

To engage parents and children and invigorate the Mothercare experience, we needed to achieve a fluent and consistent expression of the brand from shop-front to till receipt. Inspired be the brand’s heritage we decided that a return to basics was needed.

Aware of ever more demanding and visually sophisticated audiences, we fused an understanding of Mothercare’s heritage with a contemporary twist. Value for money was identified at the very core of their proposition and this is reflected in a bold, simplified – but nonetheless sophisticated – design language that increases the customers perception of quality, design and innovation across the brand.

How we did it

The colour palette is bold and vibrant and the system dictating its usage has been rationalised. Illustrations are bright and fun and speak to both parent and child. Principles were provided for the application of the Mothercare ‘dolly’ and logotype. Brand guidelines, a tone of voice and writing style were developed and then applied by NB to the following;

Signage
Packaging
Online communications
Point of sale
Seasonal campaigns
Catalogues and informational leaflets