Mamas & Papas overhauls brand

Nursery retailer Mamas & Papas has overhauled its brand, and is preparing to roll out a retail concept based around new customer service offers.

The new Mamas & Papas identity

The in-house project has been developed around redefined brand values, which aim to place Mamas & Papas, ‘at the heart of parenting’ by ‘caring too much to compromise’.

Mamas & Papas creative director Olivia Robinson oversaw the design of the logo, set in a new colour palette, which the company hopes will help increase ‘consumer identification and recall.’

Packaging is being developed in line with the new brand values, and there will be clearer information on-pack detailing age appropriateness and developmental benefits.

The new Mamas & Papas identity

A retail design is being developed around new services including free one-to-one consultations, bump fittings, a baby essentials checklist, and a baby wish list service.

There are currently 64 Mamas & Papas stores in the UK and its products are sold in 49 countries. Roll out plans include an international expansion. There are currently 28 stand-alone international stores but plans are in place for 100 stores in China and more than 20 in Russia. 

Hide Comments (3)Show Comments (3)
  • Tara November 30, -0001 at 12:00 am

    Lets hope this customer centric project improves online service and call wait times.

  • Holger Jacobd November 30, -0001 at 12:00 am

    I am glad to see they have re-branded. Still a terrible logo but at least not set in Gill. I once called them to make them aware of the fact that Mr. Gill in all his brilliance was also a pedophile according to research into his private life and that the choice of typeface was maybe the worst they could possibly have made. The women on the phone had no idea what I was talking about. Now they have some kind of tortured Futura version. At least there is nothing questionable known about the private life of Paul Renner.

  • Simon Manchipp November 30, -0001 at 12:00 am

    Wow, Holger… now even logo’s… is there no corner of life safe from Paedogeddon…

  • Post a comment

Latest articles


Michael Wolff: “Why all the poor logos?”

Michael Wolff scrutinises recent logos which he believes have fallen short and offer little more than “visual nonsense” as he assesses where they’ve gone wrong and how they could have been designed differently.


Offset Sheffield: 5 talks to catch

Design conference Offset has been going since 2008, taking over Dublin for three days a year with inspirational, educational and amusing talks from an array of well-known and up-and-coming designers. Having started up a London festival last year, it hits Sheffield for the first time in 2016, and will feature 60 speakers across two stages. We’ve put together a handful of must-see talks.