The first outlet, due to open in Leigh-on-Sea, Essex, in May, will feature a café, a staffed play area, a retail section and a buggy park.
Mummy n’ Me is the brainchild of former local resident and young single mother Hayley Reid. She appointed Mummy Marketing in November last year without a pitch after approaching the consultancy on the strength of its previous work marketing parenting products and services.
In turn, Mummy Marketing appointed Attica about three weeks ago, following a three-way creative pitch. It briefed the consultancy to create an ’approachable, warm, friendly tone that will downplay competition between mums about their children, and that represents the tone of voice of [Reid], who is only 20 and talks about “hanging out”,’ says Mummy Marketing client services director Lynette Cowen.
Attica’s response involves a series of icons of cartoon babies in dressing-up costumes, and a logo in Helvetica and handwriting, in a muted palette of beige, greens and pale pink. Attica will do the exterior signage and the icons will be used throughout the club as part of the interior design.