Brand refresh - The Nursery Store
Following its rebrand from Online4Baby in 2024, The Nursery Store repositioned itself as an aspirational yet accessible destination for baby and nursery products.
My role focused on developing and implementing the visual direction, beginning with defined brand principles, and translating this into a clear visual system that worked consistently across e-commerce, marketing and print.
Brand foundations
I began by exploring how the brand’s core mission and values could be expressed more consistently through the identity. I defined five key principles: friendly, helpful, simple, accessible and real, positioning The Nursery Store as a trusted brand and resource.
I then conducted market research across direct and indirect competitors within the e-commerce and baby/ nursery sectors.
As a multi-brand retailer with its own subsidiary brand, The Nursery Store would benefit from a similarly pared-back approach, allowing product and lifestyle photography to lead. The resulting direction focused on a sleek, neutral visual system designed to build trust while keeping the brands and products at the centre of the experience.
“The Nursery Store site is the stage, and the brands are the performers.”
Updated web-friendly colour palette
With these foundations established, I developed comprehensive brand guidelines covering visual identity, tone of voice, photography, social and email application, providing a clear framework for consistent rollout across the business.
The guidelines then formed the foundation for a suite of templates and applications across ecommerce, campaigns, marketing materials and wider branded collateral.
Brand application
The completed brand system provided a consistent foundation across digital and physical touchpoints.
From a responsive online experience to applications across digital and print, the refreshed identity helps reinforce The Nursery Store’s position as a trusted platform in the UK marketplace.
