EI – Beautiful Care.
Amsterdam-based design studio Springtime developed the product collection for ei™, a new Chinese brand for juvenile products.
Amsterdam, March 2018
ei™is a new juvenile products brand by Jiangsu Sainty (Nanjing, China), built from scratch and developed by leading Dutch brand consultancy BSUR. Springtime has been responsible for the development of the ei™ product collection.
The brand message of ei™is Beautiful Care, with a style value of Beautiful Natural Simplicity. Within this context, Springtime has loaded the brand with a unique cross-category product line.
The ingredients of beautiful natural simplicity have been translated into a collection of soft and clean volumes with natural material expressions. The strollers, high chair and bouncer share egg-like protective shells, covered with soft and comfortable soft goods.
Working closely with the BSUR team has ensured an optimal fit between brand message and product collection. We are confident this puts Jiangsu Sainty in a great position to become world’s first truly cross-category juvenile products brand.
