Mothercare

As head of the hard-goods design team at Mothercare in the early 1980s, Sebastian overhauled the brand's product identity by creating a confident 'soft tech' visual language that supported Mothercare's design led renaissance.

Tasked with revitalising every item of own brand merchandise from baby bottles to pushchairs, they explored opportunities for functional innovation, and for creating a design ethos that would harmonize the collection and strengthen the brand. This design style combined a clinical reassurance for the, largely female, customer's desire not to compromise on their pre-motherhood design aspirations.

One of the innovative ground-breaking designs they developed was the Via Pushchair. A classic exercise in user-centric design, it was the first pushchair that could be used for the first three years of a child's life, from new-born to toddler - an outstanding customer benefit. Detailed consideration of practicality and safety was reflected in every aspect of the design, from the 'lie back' and 'face mother' positions, to the one-hand fold, adjustable handles, wheel reflectors and many other patented features. The innovative extensive use of engineering polymers gave lightness, robustness and reliability.

Launched in 1985, the Via Pushchair swiftly became market leader and was widely regarded as a benchmark 'best of breed'. Sales were exceptional, out-performing the previous model by 600%. Via derivatives were in continuous production for 15 years and much imitated by competitors.

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