Strudel creates new brand for Children England

London-based branding consultancy Strudel has renamed and created a new identity for the Children England organisation, which was formerly known as the National Council of Voluntary Child Care Associations.

Relaunching today, the 65-year-old organisation is a collective body made up of member charities. It invited five consultancies to make a strategic pitch in May.

According to Jenny Smith, account manager at Strudel, a brief was developed in close consultation with Children England management to make the organisation more recognisable and accessible.

‘One of the key things was to move away from the acronym, with something that would appeal to current members and help them recruit new ones.’ Smith says.

Children England stipulated that it wanted a descriptive rather than an emotional name. ‘There was a lot of confusion with the old name – some people thought they were a babysitting service,’ Smith explains.

The new identity includes a set of guidelines and brand toolkit, and will be rolled out across membership packs and stationery.

Children England’s website has been redesigned by digital consultancy City Swift using Strudel’s toolkit. This can be found at

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