Materials

Mothercare stores are rolling out new packaging for the retailer’s baby feeding range.

AM Associates in West Sussex carried out structural design for the new packs, which are currently in some of Mothercare’s 226 UK stores.

AM was briefed to produce packs that were prescriptive yet friendly, as part of a drive to revitalise the brand.

“The packs had to bring a more contemporary feel,” said AM creative director Laurel Miller. “They also have to carry a lot of information and allow the products to be visible.”

The multiple-bottle pack has a cutaway window in the shape of the bottle it contains. The front of the single-bottle pack is made of clear plastic so the bottle is clearly visible.

“We kept the bottle packs rectangular for space efficiency and transportation,” said Miller.

The teats and soothers are packed in clear plastic capsules and can be hung in-store on a card over-wrap.

“Initially we wanted the capsules to be re-usable for storage and hopefully this element will be phased in soon,” said Miller.

Mothercare packaging manager John Savern said it had plans to launch more reusable packaging in its ranges in the near future.

The blue-green bottle packs indicate products that have additional medicinal qualities, such as the anti-colic teats, and the feeding bottles are printed in Pantone 70% cyan to keep them bright and lively on shelf.