Mothercare has been an established brand since 1961. Having collaborated with NB Studio for the past three years, Mothercare asked the consultancy to create a graphic system to be implemented across point-ofsale, online and internal signage worldwide. This would extend the Mothercare brand and build on its heritage. NB Studio commissioned photographer Stefano Azario to compile a quirky, emotive photographic library. This was combined with copy that would capture the attention of the modern parent. It said 'Baby clothes: to make babies snugly and mums melt'. Copywriting was by St Luke's.