Britax Childcare brand identity a charge of Nucleus

Nucleus has revamped the brand identity of Britax Childcare, for a fee of between £50 000 and £60 000. The identity went live last week, and stationary, packaging and marketing material, also designed by the consultancy, is rolling out from this week.

The brand identity work is part of Britax’s strategy to establish its childcare division, which manufactures travel products such as seats, prams and pushchairs, as a global brand, according to Nucleus marketing director Peter Matthews.

‘The client expected us to treat childcare with the Britax marque, but we found a way of supplementing it with other visual elements,’ says Matthews.

The new marque features a ‘speeding baby’ icon, photographed by Andrew Olney.

The consultancy has also created a new brand proposition, ‘First class travel for children’.

The identity still retains elements of the original Britax logo, designed by Nucleus in 1986. ‘The core marque hasn’t changed that much,’ says Matthews. Nucleus also wrote guidelines on brand implementation, ‘for most applications’.

Britax completed a £256m public-to-private transaction last year, which split the company into three autonomous divisions: childcare, automotive components and aircraft interiors. Britax Childcare is the third largest provider of children’s car seats worldwide.