Image from fieldwork

Mead Johnson was planning to launch an ultra-premium infant nutrition brand in China to offer luxury consumers a choice that is more aligned to their values and aspirations. We partnered with Mead Johnson to drive the entire process from identifying innovaiton territories to product prototype development.

We kicked off the project with 360 deep dive in ultra premium moms and all potential touch points from pre-pregnancy, through all 3 trimesters, to infancy. Given that luxury consumers tend to have their own circles, we designed to engage friend pairs over the course of 6 weeks time, visiting not only their homes but also secluded venues. We also employed participatory observation to explore the ultra-premium market place, pretending to be pregnant moms to investigate luxurious confinement centres or moms of 1 y.o. babies to examine premium nurseries. After consolidating the learnings and extracting actionable insights, together with designers, we developed a rich pack of sitmulus including a Zine with rich visuals & personal stories, inspiration cards, luxury brand guidebook, touch points map, and films.

A 2-day ideation workshop was conducted with marketing, R&D, insights and innovation teams from US, Australia, UK, Singapore and China in an art gallery at the historical centre of Guangzhou. We brought in nutritionists and baby experts to inspire the team, as well as illustrators to help the team visualize their ideas. The workshop successfully helped the team identify the direction with the strongest potential, which was immediately translated into a product prototype.