Daniel Weil, partner at design super-consultancy Pentagram, unveiled the designs for Mothercare’s new Innosense line of baby products, demonstrating that a few little tweaks to and old standard can make a world of difference.

After making a few basic observations, Weil was able to rejigger a familiar form for better performance. His decentralized nipple, for instance, serves two purposes: It offers unobstructed eye contact between parent and child, ensuring that while the little one is feeding, he or she still knows exactly who’s in charge (and also promotes development, or something), and it facilitates also more efficient milkflow. And fewer air bubbles mean fewer burps.

Also, noting that 1960s bottle designs bore the same dimensions of Coca-Cola bottles and cans, Weil modeled this contemporary design after paper coffee cups. We’re a Starbucks culture now, and we’re conditioning our children as such. [Design Week]

— Janelle Zara

Tags: Daniel Weil, Janelle Zara, New & Improved, News, Pentagram