Sainsbury’s this week opens its first in-store nursery, run by TicToc Childcare, with a brand identity designed by Middlesex consultancy Dinnis Design.
The drop-in nurseries will be rolled out to larger format Sainsbury’s supermarkets if the launch of the first TicToc – in the Castlepoint Centre store in Bournemouth – proves to be successful.
The TicToc logotype incorporates a mouse character, in reference to the nursery rhyme Hickory Dickory Dock. Dinnis Design has also created the company’s stationery, brochure and posters, and a website – www.tictocchildcare.com – currently under construction.
‘The TicToc identity has been designed completely independently of Sainsbury’s, although we knew we’d have to compete with the graphics in-store,’ says Dinnis Design director Rachael Dinnis.
The group won the work through an existing relationship with TicToc director Ashley Cornwell, who oversaw the nursery’s interiors.
The nurseries, which are fitted with ‘state-of-the-art’ learning equipment, will provide short-stay educational facilities for children under five years old, employing Ofsted-approved teaching methods.