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swing2sleep

Packaging, Print Design, Advertising, 2021

swing2sleep from Neumünster builds automatic baby spring cradles: a small motor makes the hammock bounce gently up and down and helps babies drift off to sleep.

During my time at THINKS I took on the rebranding of the brand: in a brand workshop we worked out its values and brand promise, and I defined a new typography and colour palette. The logo was adjusted only minimally. The wordmark was reworked, while the signet was meant to stay as it was.

On top of that came print materials, from the packaging and user manual of the Heia cradle to a lenticular card for the 22nd anniversary and magazine ads.

Packaging of the heia baby hammock on a parquet floor in a living room: white box with a light blue shape and a photo of the hammock Packaging of the swing2sleep “heia” baby hammock: white box with a light blue shape and a photo of the cradle, in a living room

Packaging

Heia is swing2sleep's automatic spring cradle. A printed sleeve wraps around the box: the product on the front, the contents in my own line drawings on one side, the idea behind it on the other, and a personal note from the family behind the brand on the back.

Lots of white, the brand's light blue and an apricot accent. The packaging is meant to feel as calm as what it promises.

The heia packaging from all four sides next to each other Flat layout of the heia packaging with contents side, front, product side and back including dimensions

Manual

The square manual (140 × 140 mm, 32 pages) guides parents step by step through assembly, operation and care.

Most of the line illustrations are mine, above all the technical ones. The drawings that show hands were contributed by a colleague. Together they explain what photos struggle to show: how the springs are hooked in, where the pull cord sits and how the frame fits together. Generous white space and a clear hierarchy turn required reading into something you actually like to pick up.

The heia manual: cover with the baby hammock and an open spread with text and a technical drawing Twelve pages of the manual in a grid, with line drawings on assembly and use

Lenticular Card

For the 22nd anniversary there was a lenticular card: tilt it and the hammock bounces up and down, and “22 years of experience” turns into a birthday voucher worth 22 euros.

To make this work I split the image into eight phases that are interlaced into a single print. Move your mouse across the card, or swipe over it, to tilt it.

A hand holding the swing2sleep lenticular card: woman sitting cross-legged next to the baby hammock, above her a circle reading “22 Jahre Erfahrung”The eight phases of the lenticular card side by side, the cradle swinging from frame to frame

Ads

Full-page ads for parenting magazines such as Luna mum and the Eltern-Klinikführer. The image shows what it is really about: while the baby sleeps in the cradle, the mother has a moment to herself.

The brand's soft, organic shapes carry message, price and QR code. The same kit of parts produced a narrow column ad and the anniversary motif for 22 years of swing2sleep.

Open magazine on a wooden table with a full-page swing2sleep ad on the right-hand page Four swing2sleep ads in different formats, from full page to narrow column
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