range identity

philips AVENT

All designs on this page were made with the Philips AVENT design team, amongst others:

Andrew Bower

Hans Elkerbout

Jacqueline Janssen

Dawn Jones

Joerka Koenders

Suzette van Maanen

Bart Massée

Babette Keizer

Mariska van Peer

Peter Smith

From 2007 to 2009, I had the creative lead of a small, but wonderful team of designers and trend specialists dedicated to the range of Philips AVENT mother- and childcare products.

At the time, Philips AVENT was perceived as a reliable, but somewhat rational and traditional brand. We set ourselves the task of creating an identity for this range that would allow us to create products that are not only seen as trustworthy, innovative and best-in-class, but also express an emotional understanding of the phases that children and their parents go through in family life.

We found an additional challenge in the great diversity of products and users: with items for infants as well as for older children, and others that are mainly used by parents; with products for the children’s room, but also for the kitchen, living room and for on-the-go use.

The basis of the solution that we developed is a form language we named ‘Soft Simplicity’. Clean and simple lines make the range coherent and calm; while iconic archetypes and soft, slightly oversized details create the link to the world of children.

To be able to cover the great variety in users and contexts of use, our product identity program included a flexible, simple and recognizable color system; a graphics language that is ‘cuddly’ but can be functional as well; and proposals for material use that combine trusted, traditional materials, such as wood and ceramics, with high tech plastics and silicons.

Recent awards that Philips Design won with the range of products based on this identity program include Red Dot, Goed Industrieel Ontwerp and IF awards. Designs on this page were created with the Philips AVENT design team.