Little Bird is the fresh new brand for babies and children up to 5 years old from Jools Oliver in partnership with Mothercare.

The brand is strongly rooted in heritage and nostalgia mixed with a modern quirky twist. Jools was a Mothercare baby herself and the shared history and her love of vintage inspiration is a cornerstone to the brand.

The brand identity, created by Pearlfisher, is an iconic symbol for motherhood and the design brings to life the brand name through a little bird icon.

The brand mark works as a double visual identity, with the heart icon becoming apparent after that of the bird — celebrating the best of childhood and growing up, by representing freedom, curiosity and connection, core values of the brand. The rainbow is a nod to vintage, looking back to the 70’s whilst the neon in the name is a link to the modern quirky feel of the brand. And all of these design cues in combination sum up the essence of the brand.

Photo: Little Bird’s brand identity, by Pearlfisher

The identity will be brought to life across the Little Bird brand range of clothes, packaging and brand collateral, which launch in Mothercare stores across the UK on August 17.