Mothercare is set to relaunch its Essentials range, with a new name and packaging design by NB Studio.
The parenting store appointed NB Studio to redesign its own-brand product range last November. There was no pitch, the consultancy having worked with Mothercare since 2004.
The range is renamed Don’t Forget and features an illustration of an elephant. NB Studio creative director Alan Dye says the new branding ‘communicates the essential nature of the range, and also has a playful twist’.
NB Studio worked with illustrator Jessie Ford to create the elephant character, which was screenprinted to achieve a handcrafted feel. The elephant is depicted ‘playing’ with each individual product.
The new design goes across the range of 16 products, which includes cotton wool buds and safety pins. It replaces packaging designed by Mothercare’s in-house team.
Mothercare is installing new wayfinding signage, also designed by NB Studio, in its 250 UK stores.
Bucking the current high street sales trend, Mothercare recorded sales growth of 36 per cent last financial year.
Mothercare packaging and brand manager John Savern says, ‘Good design is extremely important to Mothercare. As well as increasing sales, every pack forms part of the in-store visual experience’
Don’t Forget will appear on shelves from September.