Mamas & Papas

Social & digital
Art Direction

The Mamas & Papas brand was coming up to 35 years old and found that the generation now having children has changed quite dramatically since the brand first started, so the brand had to re-position itself to better reflect their customer.

Consumers today are more savvy, shopping around and finding information out from a variety of different sources. They use social media heavily and are very community driven. Equal parenting is important to todays customer and they are often very career driven. The brand had to change the way they interacted with the customer and better reflect how consumers today shop.

Store design by Dalziel & Pow

Brand look and feel.

We selected fonts that were more flexible in their use to add personality when necessary and soften the brand. The use of colour was bolder to highlight key areas but still fitting with a nursery brand. Imagery is large to showcase product at it’s very best.

Mamas & Papas stores were redesigned by Dalziel & Pow to be easier to navigate, have relaxation areas for parents to be and provide space around product. Information areas were redesigned to be clearer. We flowed this look & feel into all customer touchpoints, such as the catalogue and website and any events the brand ran.


Packaging was redesigned to compliment the softer feel of products, with natural-feeling paper stocks, playful patterns and more hand-drawn elements.

It flexed depending on the product category: gift packaging became more special and clothing swing tags became softer.


We redesigned the bi-annual catalogue to provide clearer information to first time parents and showcase the brand’s products at their best. Content linked through to how it was displayed online and in-store, providing a seamless customer journey.

Lookbooks and take-home elements had a feel of quality to them to reflect the quality of the brands products.


The website is a source of information for customers on  product, help and advice on starting a family and an opportunity for the brand to put forward different product and seasonal campaigns.