A Breath of Fresh Air in Baby Care
Strategic design support over 10 years helping a mattress brand evolve into a premium multi-product baby care company.
Over a decade of strategic collaboration, our work helped transform Newton from a mattress brand into a recognised multi-product baby care company. By establishing a scalable design language, manufacturing platform and coherent product portfolio, we helped position the business for significant growth.
- Portfolio Strategy
- Visual Brand Strategy
- New Product Development Roadmap
- Research & Insights Generation
- Industrial Design for 20+ Products
- Co-design with Manufacturers
- Engineering & Tooling
- IP Implementation
- Mechanism Innovation
- Safety Testing & Compliance
- CMF Strategy
- Packaging, Manuals, Safety Labels
- Factory Visits & QC
- User Testing & Reviews
- Marketing Visualisation
- UX / UI Design
Bassinet & Bedside Sleeper
Our ambition was to create a baby product that felt crafted, honest, intuitive and safe. By introducing authentic materials and a furniture-inspired aesthetic, we moved the category closer to the home. Beneath the design sat an efficient manufacturing platform, standardised materials, finishes and processes to support a growing family of sleep and care products.
Travel Crib & Play Yard
Working within a category constrained by established mechanism patents, we developed an original engineering solution that created ownable IP for the brand. Our design delivered one of the largest sleep and play surfaces in its class without sacrificing portability. Finished with premium materials and considered detailing, it set a new benchmark in a space dominated by mid-market offerings.
Galileo Conversion Range
Convertible products are inherently constrained by the engineering required to support multiple life stages. Our challenge was to turn those constraints into an advantage, creating an entry-level range with a strong, ownable identity that felt crafted, honest and timeless, while making traditionally complex, frustrating assembly simpler and more intuitive for the user.
Smart Motion Bassinet
Translating complex motion technology into an effortless product experience for parents. Grounded in research and the expertise of sleep specialists, the movement profile was inspired by the natural, comforting rhythm of soothing a baby to create a calm, reassuring and ownable sleep experience.
Baby Bouncer & Rocker
Designed to feel at home in contemporary interiors, the baby bouncer combined a furniture-inspired aesthetic with thoughtful, parent-centred details. Integrated toy storage and dedicated attachment points kept favourite toys close at hand, creating a calmer, more intuitive everyday experience.
7-in-1 Conversion Crib
A premium 7-in-1 convertible crib designed to evolve with the child without compromising its design integrity. Intelligent engineering ensured every configuration retained a refined, furniture-inspired aesthetic, while shared components reduced storage and extended product longevity.
Nest Conversion Crib
The award-winning, patent-pending Nest 4-in-1 conversion crib grows with the child from bassinet to junior bed over five years. Thoughtful engineering delivers an intuitive conversion system, while a protective mesh bassinet liner enhances comfort, visibility and reassurance for newborns.
Babycare Accessories
We helped the brand expand beyond its core nursery products by designing an extensive family of accessories. A unified design language and consistent user experience created a cohesive ecosystem across furniture, toys, soft goods and connected technology, enabling the brand to expand confidently across the wider baby care category.
“What really set V2 apart was how they showed up when things got hard. They were true partners - supportive, practical, and committed to helping us solve problems, not just deliver designs. The entire V2 team were a pleasure to work with. I’d highly recommend V2 to any company looking for a creative firm that genuinely cares about the success of its clients”
Newton Founder & CEO
Strategic transformation of a mattress brand into a multi-product baby care company, starting with the design of the Newton Bassinet & Bedside Sleeper. Setting the foundation for the entire platform of baby, sleep and care products that followed.
Bringing products to life through CGI visualisation, we crafted realistic product imagery, creating immersive scenes that showcase function and material quality.
From furniture to baby gear, soft goods to electronics, we have supported across 20+ new products, spanning the whole portfolio. In a highly crowded category for IP, we innovated. Developing new mechanisms with added value and market differentiation.
Our work with Newton has spanned the whole design process, from strategy to delivery. Our RP facilities allow us to test all new concepts in-house first, creating a highly efficient route through to production. Building in validation, engineering confidence and streamlining communication with external vendors.
Through human-centred research with real parents, we uncovered the everyday challenges, behaviours and unmet needs of early parenthood. These insights informed iterative product development, shaping more intuitive solutions and guiding future product generations.
Close collaboration with external partners ensures quality & safety standards are met, design intent is retained, manufacturing challenges are effectively resolved and opportunities for further manufacturing optimisation are unlocked.
Beyond the product development itself, we designed and produced supporting materials for each new launch. From instruction manual design & execution, on-product illustrative graphics, safety labels and packaging design.
Over a decade of strategic collaboration, our work helped transform Newton from a mattress brand into a recognised multi-product baby care company. By establishing a scalable design language, manufacturing platform and coherent product portfolio, we helped position the business for significant growth.
