Munchkin, the trusted leader in baby and toddler drinking solutions for more than 30 years, was entering a new era of cup design.

As design director, I led the direction, alongside Brett Stiller of AOR, for the launch of six new and reimagined products, bringing together more modern forms, playful colours and thoughtful features designed around the realities of raising children.

The challenge was to make the launch feel like more than a collection of new products. I developed a cohesive design system that created a sense of a new generation of cups, while giving each product its own clear personality and a compelling reason to choose it.