Mary Brosnan, Director, Snug Nursery Schools
THE CLIENT. Snug Nursery Schools is a new, upmarket umbrella company of high-quality, five-star nurseries in Greater London and beyond. The people behind the brand have run several highly successful school and nursery businesses.
THE BRIEF. For their new start-up, these entrepreneurs needed a strong umbrella brand identity that would appeal to affluent parents who will pay more for a premium nursery service, including higher ratios of carers to children and a strong educational ethos.
THE WORK. For the brand identity, I wanted a memorable and approachable company name with a grown-up look and style that suits an upmarket nursery. After all, the target market isn’t the kids – it’s the parents. I proposed the company name Snug – it’s short, sweet and embodies the caring ethos and quality childcare that emphasises safety and a personal relationship with nursery teachers. We were striving to echo a children’s clothing brand, rather than typical nursery logo styling. Less primary coloured ABCs, more sophistication and finesse. We decided on lower-case letters for the logo design, to reflect the friendly, caring aspect of the company name. The Snug birds in the logo design aren’t cloyingly sweet and fluffy. The adult bird seems to encourage the younger bird to try out its wings and learn to fly. The very dark brown word and birds look serious, and the logo’s background colour evokes a pale suede – especially on the matt business cards. I also developed the company name and branding for the first nursery in the Snug group: Storybook Montessori, opening in 2015 in Ascot.
THE TEAM. For Snug: I developed this branding with designer Jerlyn Jereunpoon, who was working with Magnetic Ideas at the time. For Storybook Montessori: I developed the branding with Magnetic Ideas employees Jess Rimmer (Brand Strategy) and Sabina Hassan (Design).