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.
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.