CLIENT: frida baby
INDUSTRY: consumer products
MARKET: UNITED STATEs (with international placement)
brief: develop the flagship pump product for frida mom. create a versatile tool for pumping at night, on the go, and in sensitive scenarios. seamlessly integrate passive milk catching so she never loses a drop.
My involvement began at category landscaping, as Frida hoped to expand from immediate post-partum care to breast feeding support.
I was responsible for landscaping, concepting, ergonomics definition and testing, form giving, CMF intent, and mechanical development (with consult for molding).
The Manual Pump launched in 2025, and was listed on Time Best Inventions 2025 list. It won Bronze at IDSA’s IDEA awards (2025).
After launching the Manual Pump, the Frida team developed and launched multiple supporting products based on our extensive category landscaping. Take a look!
