The consultancy was appointed to create the tone of voice and visual identity for the brand.
According to Pearlfisher, the identity is ‘an iconic symbol for motherhood’. It uses a little bird icon to express this, representing ‘freedom, curiosity and connection’.
The marque also doubles as a heart icon, and a rainbow device aims to reference the vintage inspiration behind the range, using neon to evoke a ‘modern, quirky feel.’
The identity is used across the clothes, packaging and other brand collateral.
Sarah Butler, Pearlfisher deputy creative director, says, ‘The design for Little Bird needed to reflect the partnership between Mothercare and Jools Oliver, building on Jools Oliver’s true experience of motherhood and the ultimate trust of the Mothercare brand. The design is emotive, characterful and individual.’
Little Bird launches in Mothercare on 17 August.