What's been done

Revitalizing NUK’s First Essentials line of toddler tableware was an initiative to reintroduce NUK specifically back onto Walmart’s densely packed shelves.

Project Context

By the 2010’s, NUK’s First Essentials product range became a collection of affordably priced products which slowly diminished on store shelves. The range lacked a brand vision, and was in need of a refresh. The new range includes Suction Plates + Bowls, Kiddie Kutlery, and anew creation set: “Pretensils”, which granted new IP for the brand.

Setting a Vision

The first step in establishing a new brand design play-book was developing a strong relationship with NUK's internal marketing team. By interviewing these members and understanding their research efforts, we were able to build a 2021-2022 trend forecast that will inform our stylistic explorations.

We at the design center invited these partners into a 2-day workshop to display our early geometry explorations and product range ideas. This communal environment allowed us to challenge assumptions that the team had for price points and materials to display graphic strategy.

Refining Geometry

Pursuing a playful treatment of forms, we drove to validate our expressive surface designs with our engineering and manufacturing partners.

CMF Strategy

Finalizing our geometries, our internal CMF team interpreted our trend forecast into a color palette for both physical product and packaging.

The Result

A new product range to revamp NUK's new territory in American retailers, and a new brand vision to bring the brand into the 2020's and beyond. NUK continues to grow and utilize this design language to compete in today's saturated children's product market.

Tableware Product Line Refresh