It took Pentagram partner, Daniel Weil, three years to complete the research and development for the redesign of British baby goods company Mothercare’s line of bottles, nipples and sterilization equipment. And with the launch of the Innosense® bottle feeding collection, it’s the radical change to the BPA-free bottle’s nipple design that is receiving the most notice. Weil has set the teat off-center in order to allow for less instances of “feeding air” and better chances to “keep eye contact with the child at a more natural angle.” While the innovative new take on bottle-feeding is a fascinating one, Weil’s journey toward the end result is equally noteworthy.
In an interview with FastCo. Weil discusses the surprising historical relationship between baby bottle designs of yesteryear and Coca Cola products. He explains, “how [baby] bottles have mirrored consumer culture at large: In the 1960s, the most popular [baby] bottle was the same dimension as a Coke bottle. Later, they adopted the shape of an aluminum Coke can, and in the 1980s, the wide neck of a peanut butter jar.” This correlation was important because of what parents are culturally comfortable holding in their hands. Weil’s reference for this latest incarnation of the baby bottle’s circumference? A cappuccino cup. “It’s designed to feel perfect in the hand of an adult.” Definitely some interesting trivia here. Who would have thought a caregiver’s comfort would be so tantamount in the design of a baby bottle? Proving once again that nothing is quite as Innosense® as it seems!
via Fast Company