Three groups work on nursery designs

Creative Origin, Attica Design and Nursery Cam are branding and designing a London children’s nursery called Puddle-ducks.

Stevenage-based Creative Origin has designed the visual identity, including an illustrated duck character motif.

Attica is creating a marketing campaign, internal and external signage and other graphics for the nursery, as well as a Puddle-ducks soft toy and goody bags for the nursery’s open day in February 2010.

Berkshire-based Nursery Cam has designed the website.

Nursery owner Wandsworth Voluntary Sector Development Agency appointed all three groups in November. Attica was brought on board on the strength of a recommendation from the Wandsworth Chamber of Commerce. Creative Origin and Nursery Cam were found following WVSDA chief executive Stefan Kuchar’s online search for design groups.

‘We are new entrants to the nursery market, which is highly branded and competitive, so Puddle-ducks has to have strong brand appeal,’ says Kuchar. ‘I want an upmarket look and feel because we have such an audience, but the brand also needs to be child-friendly. We need to build trust and establish ourselves quickly within the market’.

Attica’s graphics are likely to be carried through the nursery as window stickers and stencils. They will be based on characters and illustrations that the consultancy is currently creating for a colouring book, which will be included in the goody bag.

‘We want to take the logo a step further and create some pond friends such as dragonflies and ladybirds, building up a stock of imagery that the nursery can use,’ says Attica designer Michelle Fowers.

Attica is also creating a 12-page promotional leaflet for the nursery ‘in the style of a children’s book like Miffy’, says Fowers.

The goody bag will include the Puddle-duck soft toy, which will be manufactured in the UK by one of four small artisan groups Attica is talking to. The ducks will be made in the nursery’s brand palette of green, blue, yellow and black. The ducks will also be sold as merchandising.

Puddle-ducks Nursery will occupy a Victorian villa and grounds in Putney, south-west London, and will offer places to up to 100 children.

It will open in March 2010 and Kuchar hopes that this will be the first of a chain of Puddleducks nurseries in the borough of Wandsworth.


  • Puddle-ducks competitor Asquith Day Nurseries claims that its children helped design its logos, giving ‘each nursery an individual identity and a personal feel’
  • Barry-based group GD Graphics designed the logo for Tiggywinkles Day Nursery and The Beehive Playgroup, both in Wales, featuring cartoon illustrations
  • West Midlands-based Razor Design created a brightly coloured polka-dot identity for the Polkadot Nursery Group, claiming to answer a brief to provide ‘not a nursery logo’
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