The Eloise Pram Project

See the full design story here.

The Eloise Pram Project is a design company, creating beautiful, unique, and family-friendly prams. Too often, with their excess of features and configurations, prams impose complication and create additional waste for families. Our goal is to make a pram that creates less clutter, is simple to choose, and a joy to use.

The problem

Prams are often considered a reluctant necessity, that frustrate families as much as they provide an essential function. That’s because designing prams is hard. We know this first-hand. The desires are often conflicting: safety competes with size and flexibility creates complexity.

Safety remains the utmost priority for prams, and so it does for Eloise, but through diligent research and observation we’ve worked hard to identify the subtle and obvious areas where prams fall short, and considered elegant solutions.

The solution

We sought a design that addresses usability challenges and shortcomings that make prams difficult to use and force families into purchasing yet more accessories.

On top of its functional improvements, it was essential that Eloise be loveable. We wanted a design that was playful, friendly, and immediately distinctive - not for vanity, but to befit the magical (albeit chaotic) nature of early parenthood.

We started with a number of goals:

• A full-size everyday pram
• Has generous storage volume without compromising the fold
• Eliminates the need to purchase a separate bassinet for newborns
• Protects children from all weather
• Is built with modularity and repairability in mind for buybacks and refurbishment

Ideation and mock-ups

Making it real