The Brand Nursery

Angels Wing I, Whitehouse Street, Leeds LS10 1AD, UK


Silver Cross the iconic nursery Superbrand and British Rap star Tinie Tempah have collaborated and commissioned The Brand Nursery to design a packaging solution/scheme for the RISE BY TINIE capsule collection.

Aimed at the modern father, Tinie noted “I have found there’s been a real lack of nursery products aimed primarily at modern, progressive dads”.

During the briefing stage he explained that he was always being photographed by the paparazzi when he was trying to get the pushchair into the car, or his children into their car seats. He went onto say that the thought of being judged as a parent when you couldn’t make the pushchair fold, or get the straps done up, led him to want to look at pushchair design himself.

Tinie worked alongside the award-winning product design team at Silver Cross and the collection includes intelligent and intuitive product design, sustainable fabrics along with disc brakes for the stroller and self-assembling travel cots. He said, “I’m very proud of the collection and how it has been co-created with the modern parent in mind”.

As with our previous design work for Silver Cross all elements had sustainability baked in as standard. We have used low impact VOC gloss varnishes so that the whole scheme is 100% recyclable. All paper is FSC accredited, and all plastics have been removed from the supply chain side. Carboard constructed buffers offer internal protection to the heavier products in the collection without the need for ‘over packaging’.

The design idea was led by the repeat T pattern that has been created for the new collection and appears not only on the outer sleeve but throughout the packaging and onto the product itself. Sleek, refined, and premium our design system works well as a product sent direct to consumer and on-shelf in a retail environment.

James Acton at The Brand Nursery said “Both of the clients have strong views and values on sustainable living but at the luxury/premium end of the market this is often forgotten or overlooked. Our design solution fulfils both aspects and it is a piece of work we are extremely proud of.”