Identity for Mothercare Little Bird brand unveiled by Pearlfisher

The brand identity for Little Bird, the new brand for under-fives created by Jools Oliver in partnership with Mothercare, has been revealed by Pearlfisher.

The agency created the bird identity, which can also be viewed as a heart.

Sarah Butler, deputy creative director at Pearlfisher, said: “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.”

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