According to design agency Pearlfisher, the tone of the branding is intended bring out the “care and warmth of values behind the Innosense range”. Mothercare’s Innosense bottle has an off-centred teat making it easier to keep the teat full of milk while hardly tilting the bottle at all.

Sarah Butler, deputy creative director at Pearlfisher said: “We have created a logotype that plays homage to the famous ‘m’ Dolly logotype, a strong equity at the core of the Mothercare brand. The packaging design incorporates black and white baby photography, providing an aesthetic that is modern and striking whilst still caring. The secondary packaging structure reflects the bespoke curves in the Innosense bottle design.”

Alexa Lundin, Mothercare’s head of brand added: “At Mothercare we’ve been helping to feed babies for generations so for us to design and produce a feeding range seemed like a natural step. We are delighted with the range, coupled with the branding, tone of voice and packaging we believe this is a truly unique and innovative range to help parents feed their babies in a way that is most natural for them.”