The new bottles feature an ‘off-centre’ teat, which means more milk and less air flows into the teat when it is held at a lower angle.
Weil says this means babies will take in less air when feeding, and parents will be able to feed in a more comfortable position.
The teat position also means parents and babies will be able to maintain eye-contact during bottle-feeding sessions. It is also designed for babies to maintain suction, to be more like a breast.
The new bottles are also designed to be reminiscent of takeaway paper coffee cups in both size and shape, in order to feel more familiar to parents.
Weil says he developed these designs after realising that earlier bottles also carried implicit cultural references. The original 1960s designs were the same dimensions as a Coca-Cola bottle, while wider, shorter designs were similar to Coca-Cola cans.
Weil says, ‘The decisions became remarkably obvious once you realise that parenting is a lifestyle.
‘Parents today tend to be slightly older and make decisions based on aesthetic and lifestyle choices because they have more life experience. Therefore feeding products have to be a choice, not a functional thing.’
Mothercare’s new Innosense range features 31 products, including breast pumps and a new steam steriliser, also developed by Weil, which can stack to save space in the kitchen.
The range also features new silicone tongs – which Weil refers to as ‘finger slippers’ – which replace the previous tongs used to assemble sterilised components.
Weil was approached to develop the feeding range following Pentagram’s involvement in both the rebranding of Mothercare in 2007 and the All We Know toiletries range in 2009.
The Innosense name, branding and packaging, as well as the strapline ‘feeding from an angle’, have been developed by Pearlfisher.
Pearlfisher deputy creative director Sarah Butler says, ‘We have created a logotype that pays homage to the famous “m” Dolly logotype, a strong equity at the core of the Mothercare brand.
‘The packaging design incorporates black-and-white baby photography, providing an aesthetic that is modern and striking while still caring. The secondary packaging structure reflects the bespoke curves in the Innosense bottle design.’