Silver Cross have collaborated with British rap artist Tinie to create a ‘capsule’ nursery collection that includes a pushchair, car seat and travel cot. Silver Cross and Tinie commissioned us to design a packaging solution that reflected the sleek design of these brand new luxury products.
Based on Tinie’s own insight and experiences with his family, he found “there was a real lack of nursery products aimed at modern progressive dads”. During the briefing stage he explained that he was always being photographed by the paparazzi when trying to get the pushchair into the car, or his children into their car seats and went onto say that the thought of being judged as a parent when you couldn’t make the pushchair fold, or get the straps done up, led him to want to look at pushchair design himself.
Known for his love of fashion and design, Tinie worked with the Silver Cross team throughout the design process incorporating innovative and intellectual design. The range includes features that add a fashionable edge, such as disc brakes for the stroller, leather detailing, and sustainable, tactile fabrics which resulted in an aspirational collection of products and accessories that any parent would be proud to be seen with.