KUB is a full-category ecological brand for maternity, infant and children. In 2018, it topped the Tmall maternal and infant product brand NO.1 during the 618 Tmall Carnival and 817 Tmall Joy Day. It initially entered the consumer's cognitive field with sleep scene products, and in recent years has begun to focus on the research and development of feeding products. As an online leading brand in the maternal and infant market, KUB hopes to create a children's insulation bowl product that leads the industry. The Feish team has in-depth cooperation with KUB, and in a top-down mode, from KUB's brand planning, product line planning and product PI integration and upgrading, conducted in-depth research on KUB's user groups, and excavated users' pain points and aesthetic preferences. The online single product sales exceeded 400,000 pieces, and it has become a good result of being a hot-selling product in this category for many consecutive years.

Time to market: 2018

Service content: user research, product design, structural design, mass production follow-up