New brand for babies and children up to 5 years old from Jools Oliver in partnership with Mothercare.
"The brand is strongly rooted in heritage and nostalgia mixed with a modern quirky twist. Jools was a Mothercare baby herself and the shared history and her love of vintage inspiration is a cornerstone to the brand.
The brand identity is an iconic symbol for motherhood and the design brings to life the brand name through a little bird icon. The brand mark works as a double visual identity, with the heart icon becoming apparent after that of the bird - celebrating the best of childhood and growing up, by representing freedom, curiosity and connection, core values of the brand. The rainbow is a nod to vintage, looking back to the 70’s whilst the neon in the name is a link to the modern quirky feel of the brand. And all of these design cues in combination sum up the essence of the brand.
The identity will be brought to life across the Little Bird brand range of clothes, packaging and brand collateral.
Sarah Butler, Deputy Creative Director at Pearlfisher comments “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.”
George Reddings, Head of Creative Mothercare Brand, said, “Both Mothercare and Jools are about the true experience of parenthood, and as a collaboration we are the perfect fit as we share the same traditional family values. We are so excited about the launch of this unique brand, and feel that the identity perfectly reflects the quirky mix of old and new.” And Jools herself commented, “My mother dressed me in Mothercare as I have done with my own four children, so designing this collection has been a dream come true.”"
The Little Bird brand range launches in Mothercare stores across the UK on August 17.
Designed by Pearlfisher