From medical devices to lifestyle products: Medela’s global portfolio of breast pumps receives a brand refresh
In a comprehensive redesign project, Milani collaborated with Medela to modernize the entire look and feel of its range of breast pump products and adapt it to the demands of a new generation of mothers and families. While retaining the renowned brand’s iconic elements, Medela and Milani came up with a fresh, contemporary corporate product design and redesigned the most popular breast pumps.
Not only did the refreshed visual appearance rejuvenate the international range of breast pumps; it also put Medela in a stronger position as a lifestyle-conscious brand that understands mothers’ and families’ needs and is capable of offering them holistic support on their breastfeeding journey.
Milani supported Medela throughout every step of the process: from the design concept to implementation and production.
New customer expectations for medical devices
Medela is one of the world’s leading breast pump and breastfeeding accessories companies, creating innovative, research-based breastfeeding products for mothers and babies for more than 60 years. Recent years have seen consumer behavior change around the world, and customers also developed new needs and expectations in the field of B2C medical technology.
Medela therefore decided to refresh the product design of its global range of breast pumps. Its aim in doing so was to better reflect the image of the holistic, personal partner for today’s mothers and families – one who understands their everyday needs and provides comprehensive support on the breastfeeding journey. The basic idea behind the close cooperative relationship with Milani was to develop a uniform product language for this positioning and to transfer this to the international range of breast pump products.
New product language with lifestyle positioning
Based on a comprehensive market analysis, and keeping an eye on the needs and demands of a new generation of mothers and families, Milani worked with Medela to develop a fresh and contemporary corporate product design that skillfully reflects the brand positioning. The challenge was maintaining and modernizing the legacy of the renowned brand.
The new, dynamic product language positions Medela as a trendy lifestyle brand. The entire look and feel of the breast pumps is no longer based on medical products. Instead, it fits playfully and seamlessly into the world of mothers and families. The new breast pumps have become stylish everyday companions that convey confidence, competence and closeness.
The design language is deliberately reduced and friendly. Both haptically and visually, fine details such as textile cords, branded tapes and various surface finishes give the classic medical device a modern lifestyle touch.
Retaining Medela’s iconic brand elements
Milani has deliberately retained the iconic elements and visual link to Medela’s previous brand identity. The new, fresh color palette rejuvenates the visual appearance, all the while respecting the renowned brand’s rich, enduring “heritage”. The characteristic Medela yellow is used specifically as an accent color and ensures brand recognition. The main color of the breast pumps is a rich, matt white that reflects purity and reliability. It is combined with a reddish, warm gray as a tertiary color.
Redesigning the international range of breast pumps and developing market-specific solutions
Working closely with Medela, Milani applied the new corporate product design to the entire breast pump portfolio, redesigning the world’s most popular breast pumps. They were developed with the special needs of nursing mothers in mind and allow for a more comfortable user experience, increased flexibility and improved mobility.
Milani also developed specific design solutions for regional markets with Medela for the first time. They formally integrate into the redesigned international product line, all the while meeting regional customer requirements and preferences at the same time.
On the one hand, the refresh enabled Medela to rejuvenate the look and feel of its product language and put itself in a stronger position as a holistic, lifestyle-conscious partner for mothers and families.
Milani also focused on market-specific product design solutions to make sure the Medela portfolio addresses regional preferences.
Milani Services
- Defining corporate product language, including guidelines
- User experience
- User interface concepts
- Hygiene concepts
- Technical support
- Product implementation support
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