Growing up

Kiddicare Rebrand

The Challenge

From its modest beginnings in 1974 Kiddicare grew from a small store in Peterborough to one of the UK’s most awarded ecommerce brands. Privately operated until 2011 when it was acquired by Morrisons. As part of this acquisition the ambitions for the brand were to take the online only retailer into multi-channel with an ambitious year long national stores open strategy.

Having worked with the Kiddicare team since late 2010, they approached us to help redefine the brand for a bricks and mortar world. We outlined clear objectives for the brand strategy and design. The brand needed to be fundamentally human, to reflect Kiddicare's ability to make parenting exciting, smarter and more importantly enjoyable. To transform what is sometimes a daunting prospect for parents into an effortless and uncomplicated journey.

Tactically the brand would need to be versatile. It would need to function perfectly in its multi-channel life - end to end, from storefront to MPU. While also being explicit enough to bring unity to a portfolio of sub-brands that sit underneath it.

Our Solution

We worked closely with the teams within Morrisons and Kiddicare to understand their business’ strategic trajectory, spent time with their customers as they found their feet with the new additions to their families. In close partnership our two teams iteratively defined a strategy and design that embraced the core principles of care and simplicity that underpin the brand and helped signal its future.

The final identity is defined by these qualities. It’s minimalist by design and speaks to the budget conscious first time parent and the experienced alike. The bold use of colour and white space affirms the confidence within the brand while also ensuring the essence of fun isn’t lost.


  • Brand strategy
  • Branding
  • Departmental signage
  • Wayfinding
  • Instore iconography
  • Creative brand guidelines
  • User & focus group testing