Celebrating the joy of parenting

Mothercare

Truth

Having been the go-to destination for parents on the high street for generations, Mothercare’s estate was looking tired. They approached 20.20 to revitalise their store design and improve the shopping experience for families, new mums and parents-to-be, in support of fundamental changes to service and product being led by the business. Our concept had to breathe new life into stores and reflect the fun of parenting with a low-cost, high-impact solution, suitable for roll out.

Change

We updated the overly sophisticated tone in store with a joyful concept that backs up Mothercare’s trusted brand credentials and delivers a seamless customer experience across channels. To showcase ‘The Wonder of Mothercare,’ we designed high-level illustration to add inspiration as well as pragmatic communications at product level to help busy mums easily compare and contrast the choices available. We created fixtures to complement the existing suite and help the VM team tell product stories in a more vibrant and stimulating way.

Success

+ An economical store transformation concept with a fully scalable, modular format ready for roll out in the UK & development into international markets