JoJo Maman Bébé, a British brand known for its maternity, baby, and children’s clothing, has introduced a new logo and visual identity designed by creative agencies Office Twelve and Page Looker. The refreshed look is playful, warm, and family-friendly while staying true to the values that have shaped the brand over the years. The new design will roll out gradually online and in stores over the next year.
The most noticeable change is the logo, which shifts from a formal, geometric design to something more relaxed and hand-drawn. The previous logo featured neat, vertically aligned letters in dark blue, giving it a polished but somewhat rigid appearance. While functional, it didn’t fully reflect the joyful and lively world of children and parenting that JoJo Maman Bébé represents.
The new logo brings in a sense of warmth and charm. The letters are slightly uneven and elongated, with a hand-drawn feel that adds a personal touch. The handcrafted style connects with the brand’s focus on family care, adding a friendly and approachable vibe that resonates with parents and children alike.
Moving from uniform, strict letterforms to softer, flowing shapes adds character. The rounded, fluid letters create a youthful, energetic look without feeling overly childlike. The balance keeps the design fun for families while maintaining a polished, modern feel.
A standout detail is how the words “maman” and “bébé” curve gently in the new design. This adds a sense of movement, echoing the natural flow found in children’s drawings. It brings a playful rhythm to the logo, enhancing its friendly feel while keeping the text clear and easy to read.
The familiar dark blue color palette still reflects the brand’s heritage. However, the new design makes the color livelier, letting the playful shapes stand out. The deep blue conveys a sense of trust and reliability—qualities that matter for a brand focused on families—while the updated design adds a fresh, contemporary feel.
Beyond the logo, the brand’s visual style now includes new graphic elements and a more engaging tone of voice. Hand-drawn illustrations and playful typography will be featured in marketing materials, store displays, and digital platforms.
The updated communication style is designed to connect emotionally with parents. The language feels more natural, creating a relatable, warm connection while reflecting the brand’s joyful, family-centered spirit.
