Mothercare is launching its first comprehensive set of brand guidelines comprising a series of six books created by NB Studio, in a bid to create a more powerful high street brand.
The guidelines are designed to look like a children’s book box set. They provide advice on how to use the Mothercare brand and cover graphics, tone of voice, corporate communication, packaging and print.
The guidelines aim to bring a consistency to the Mothercare brand, repositioning it with a younger, more confident high-street proposition, says Mark Hales, head of design, home travel and toys at Mothercare. ‘It is a very simple format that is engaging and captivating and features a bold graphic approach,’ he says.
The guidelines are being launched to support a raft of design-led activity that has been taking place at Mothercare under the direction of Hales (DW 28 April 2005). Michael Wolff is a design consultant at Mothercare.