Mothercare has unveiled a new range global feeding range, Innosense, which has now launched in UK stores and is set to launch internationally over the next few months.
The name, brand identity, brand strategy and packaging for the range was created by Pearlfisher, with the tone of voice and design aesthetic to suggest the functionality of the brand, while also promoting care and warmth.
Sarah Butler, deputy creative director at Pearlfisher, said: “We have created a logotype that plays homage to the famous ‘m’ Dolly logotype, a strong equity at the core of the Mothercare brand. The packaging design incorporates black and white baby photography, providing an aesthetic that is modern and striking whilst still caring. The secondary packaging structure reflects the bespoke curves in the Innosense bottle design.”
Alexa Lundin, Mothercare’s head of brand, added: “At Mothercare we’ve been helping to feed babies for generations so for us to design and produce a feeding range seemed like a natural step. We are delighted with the range, coupled with the branding, tone of voice and packaging we believe this is a truly unique and innovative range to help parents feed their babies in a way that is most natural for them.”
The brand name and strapline ‘feeding from a new angle’ aims to promote the adaptability of the new range, which includes a bottle with an off-centred teat to keep the teat full of milk whilst hardly tilting the bottle at all.
Meanwhile, the bottle created alongside the feeding range was designed by Daniel Weil, partner at Pentagram.