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Mamas & Papas to unveil major rebrand in Leeds


Mamas & Papas will begin the roll-out of its new logo, packaging and store design when it opens a store at the new Trinity Leeds development on Thursday.

The family-owned Huddersfield company will return to its Yorkshire roots for the significant overhaul as it embarks on a major global expansion plan.

The rebrand, which was completed in-house, has been developed around redefined brand values which aim to put Mamas & Papas “at the heart of parenting” by “caring too much to compromise”.

Mamas & Papas deputy chief executive Tim Maule said the rebrand would “differentiate us from our competitors”, with customer service at the heart of the strategy.

The new logo The new logo

The new Mamas & Papas logo has been changed from dark blue to white and lime green.

Creative director Olivia Robinson oversaw the new design, which Maule said represented a “fresher direction” for the brand.

Product packaging will also be modified, with more information to be included for parents on the age-appropriateness and developmental benefits of products.

The packaging is designed to work across multiple languages to serve Mamas & Papas’ growing international portfolio – the retailer currently operates 26 stores overseas, with an ambitious plan to open 100 stores in China over the next five years.

The company has also followed Mothercare in adopting a price match promise, as well as a two-year guarantee and a one-year returns policy.

The changes are expected to be completed worldwide by 2015.

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