Snoo

Snoo, the robotic bassinet, is the result of several years of collaboration between Happiest Baby and fuseproject. Snoo recreates the sensations, noises and cocooning environment of the womb. It can sense when the baby is crying and will rock and sooth it to sleep.

Challenge
Lack of sleep for new parents is an everyday norm and yet it is a serious issue. It is more than a burden, and can quickly become a health problem for both parents and the baby. Postpartum depression, child abuse, car accidents and spousal disputes are the very real consequences of babies keeping us up at night.

My Role
As our industrial team completed product development, I stepped in to develop a logo and visual identity for the new Snoo brand, one that would fit under the master brand “Happiest Baby“. The wordmark, set in a modified Effra, is always locked up with the master brand.

In addition, I planned, styled, and art directed a photoshoot to create visual assets that would show the Snoo in a home environment. I then oversaw the retouching work and delivered the final images to the client.

Outcome
Since its launch in 2016, Snoo has won more major awards than any baby product in history, including the Innovation of the Year award from the prestigious National Sleep Foundation. 

Recognition:
Best of CES Baby Tech
International Design Awards Gold - Product Design
Beazley Designs of the Year (London Design Museum) Nominee
International Design Excellence Awards Curator's Choice
International Design Excellence Awards Gold - Children's Products

Exhibitions:
Design Museum, London “Beazley Designs of the Year” (Nov 2017 - Jan 2018)
V&A Museum, London “The Future Starts Here” (May - Nov 2018)
SF MoMA, San Francisco “Designed in California” (Jan - May 2018)
Red Dot Museum, Singapore “Human Nature” (Jan - Sept 2019)

Press:
Would you use a self-rocking cradle for your baby?
The world’s safest bed for baby?
This Robotic Cradle Gives Parents a Rest
Would You Put Your Baby To Sleep In A $1K Robotic Bassinet?
Is This the Crib of the Future?