SoftFlow - An Anti Colic Baby Bottle

The exercise: Understand how brand identity shapes product form. We studied Joseph Joseph Ltd's design language, their minimalist aesthetic, focus on functionality, attention to detail and explored where they could expand next.

SoftFlow was our hypothesis: What would a Joseph Joseph baby care product look like? We used their brand principles to inform the form and materials.

What we learned: How constraint breeds clarity. When you understand a brand's DNA, you can design within (and sometimes beyond) their existing categories in a way that feels authentic.

Team: Sanjana V., Sarayu G. and Syamanthaka