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Commercial Strategy, Product Design & Branding

How do you grow a business that's hit a glass ceiling?

The Challenge

Diono had an unparalleled record for safety with zero recalls for their solid steel car seats. 

However, having maximised their routes to market and a buyout on the horizon, they needed to diversify and show potential.

The Journey


Design Strategy

Industrial Design


We travelled to the USA and spoke to Diono's fans from coast to coast. Diono resonated well with later stage parents, but new parents struggled to connect emotionally with the offer.

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Diono's old safety messages felt cold, so we broadened the definition to include wellbeing. A new brand vision led to the roll-out of a new visual language and award-winning products. We became a part of their in-house team and delivered on all points by establishing and leading the NPD process.

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The Results

x1 Red Dot Award Winning Baby Carrier.

x25 Travel Accessories

x3 Strollers

x2 Car Seats

Diono succeeded in its acquisition from the investment group and continues to grow. To top it off they won a prestigious Red Dot Award.

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