Mothercare nurtures brand using design

Mothercare is aiming to raise the creative bar with a raft of design-led initiatives from Pentagram Design, Fitch London and Lewis Moberly, Design Week can exclusively reveal.

The projects are being overseen by Michael Wolff, part-time design consultant for Mothercare, and form part of the company’s three-year turnaround strategy – which recently passed its halfway mark – set in motion by Mothercare chief executive Ben Gordon in 2002. The work looks likely to reposition the retailer as more of a lifestyle brand.

Mothercare commissioned Pentagram to look at its core identity elements and the consultancy has redrawn the identity, which will roll out across the business. The logo could potentially be applied on all shop facias, following an initial trial period across several London stores. Pentagram is also developing revised brand guidelines.

Fitch London has been briefed to draw up new store concept ideas to brand Mothercare’s out-of-town superstores, Mothercare World, but declined to comment on the project.

Mothercare is also launching the company’s first identity for its maternity range, Moda, developed by Lewis Moberly. The consultancy is creating in-store concepts to brand the Moda maternity area, where the collection will be stocked. The range is expected to launch in autumn following a test phase.

NB Studio has been tasked with looking at internal communications for Mothercare, which are expected to cover signage and in-store work.

Mothercare has appointed Together Design, ‘to look at how we communicate the store card to customers’, says a company spokeswoman.