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New Work: Mothercare

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John Rushworth and Daniel Weil have designed the branding and packaging for All We Know, a new range of baby toiletries for Mothercare. The creation of a coherent and focused sub-brand enables Mothercare to draw on its reputation as a trusted brand whilst adding new elements that help to differentiate these products from the competition. The All We Know range contains natural extracts, is suitable from birth and has been tested by a panel of midwives.

The sub-brand is built around the name All We Know and is supported through the label copy, which gives clear information to the customer in a knowledgeable and calm tone of voice. All We Know label designs include the Mothercare symbol and name as the primary brand identifiers.

The range packaging has been specifically designed with a number of outstanding features. The bottle is very distinctive, as it represents part of the ‘m’ in the Mothercare symbol. The curved face fits in the hand, the flat end allows it to rest horizontally, practical for use in the bath, and the bottle is designed to be opened with one hand. When almost empty it can be turned on its head in order to get out the last drops. From the perspective of the retailer the bottle stacks easily and stands out on in-store shelf displays.

The range launched early this year and is now available worldwide.

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