Rebranding the World's largest childcare group

Busy Bees

Busy Bees is the World’s largest childcare group with over 450 nurseries in the UK, Australia, Malaysia and Canada looking after over 50,000 children every day.

The business was established in the 1980’s and had grown organically and through acquisition.

The challenge

During this time there had been little investment in the brand which was seen as dated and old fashioned and out of step with the progressive nature of the business.

The insight

A the heart of the Busy Bees brand is the philosophy and belief in providing high quality child care and that every child, regardless of background, deserves the 'best start in life'

The solution

Together were appointed to refresh the brand and ensure it was relevant for todays consumers. We started with a detailed brand audit and competitor analysis to understand parent’s current perceptions of Busy Bees and positioning in the market pace. We then undertook a brand workshop to reshape the brand architecture and define our proposition and positioning which was routed in our believe that ‘every child deserves the best start in life’. We then developed the brands personality and tone of voice.  Once we had established the brand architecture we need to update the logo and brand look and feel. 

We worked with Behavioural Psychologists from the University of Nottingham to explore semiotics and understand how we can build emotional triggers into the brand identity. One of the recommendations was to ‘humanise’ the bee character which we did by adding arms and legs with boots and also using expressive features such as wide eyes popular in many Disney and Pixar movies.  We then used primary colours to create impact and create energy and a type face which was warm and welcoming.

We brought all this together with a brand film which captured our brand story and a digital set of brand guidelines

The brand look and feel is being rolled out internationally and occupancy levels are at an all time high. 

Custom typography

We worked with type designer Miles Newlyn to customize his expressive typeface New Hero. Together and Miles collaborated in re-designing certain characters, replicating how we are taught to write as kids. 


Busy Bees Rebrand

In revamping Busy Bees’ brand, we changed everything but the name. A new logo, bespoke typeface, colour palette, and illustrated character were just the start, followed by a rethink of their tone of voice, photography, film, and design templates.

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