International maternity retailer, Mamas & Papas has borne a new visual identity that may finally quash rival Mothercare’s attempts at regeneration.

The rebrand, carried out in-house, repositions the retailer ‘at the heart of parenting.’ The visual identity has been given a friendlier, more lower-case treatment than its previous incarnation. It will soon be followed by a rebrand to the company’s physical properties.

The rebrand has been undertaken to reposition the brand around its new services including parenting consultations and personalised customer experiences.

Mothercare, the UK’s other favourite parenting retailer, has partnered with Havas Worldwide to its overhaul advertising, design and marketing. Mothercare Australia fell into administration at the end of January, prompting UK MD Mike Logue to leave the organisation. The company has since acquired executives from Argos and Sainsbury’s and will close 100 stores as an attempt to revive the ailing brand.

Mamas & Papas, alternatively, is thriving and will open 100 stores in China over the next five years as well as additional expansion in the UK.