Mothercare Don't Forget

Mothercare asked NB to refresh its ‘Essentials’ range, which lacked consistency and felt more like a basics range. We developed a new name, Don’t Forget, which communicates the essential nature of the range. NB introduced a light-hearted character – an elephant, screenprinted to achieve a warm, handcrafted feel – who appears on packaging, interacting with products. This simple imagery, supported by a restrained colour palette and clean, consistent typography, reflects the honest positioning of the sub-brand.

Collaborator: Jessie Ford.