In the babycare sector, Chicco is synonymous with MADE IN ITALY like Barilla in pasta, Ferrari in cars. For this reason, we wanted to use the Italian spirit of the brand to create a collection with a strong evocative power that makes sense to exist only under the Chicco brand.
Chicco announced a contest to design a collection of teethers offering to follow one of the 5 moodboards that they suggested. One of them was a moodboard LEARN TO EAT, putting emphasis on the importance of nutrition in the first months of the baby.
The LEARN TO EAT moodboard seemed immediately strongly linked to Chicco’s Italian DNA, a brand that could become the ambassador of “good Italian eating culture” from the first months of life.
From this intuition “THE PASTA” collection is born, where pasta becomes teether, adapting with all its formats to the various stages of the child’s growth.
We wanted to create a collection where each product has its own identity and aesthetic character regardless of the other products. Each teether is functional at the age of use for which it is intended but it can easily become a toy even for older children who will feed it to dolls or their plushes. This dual-use, teether and toy, allows extending the life of the product with a benefit in terms of sustainability.
But pasta offers many other design insights that seem to be designed for this new use. The different formats, hollow or swollen, smooth or striped, curved or straight offer innumerable sensory stimuli. The color palette, from whole wheat pasta to durum wheat pasta, from tomato to spinach are pastel tones that stimulate children and reassure mothers thanks to more natural colors.
Another extra value of this concept is linked to the desire for emulation of the kids. The children love to copy their parents and put the same food in their mouths. With these teethers, the first advertising companion is already ready: “Dad with a nice juicy macaroni in his mouth and his little baby who emulates him with the Chicco teether between his teeth!!”.
One last thought about materials. Sustainability remains an essential value for the project and therefore we have selected 100% natural rubbers and plastics that also meet the restrictions related to usability and hygiene.
