QI – HJC Design

Qi, pronounced ‘Chi’, is a unique and elegant self-heating disposable baby bottle concept, designed by HJC Design to provide a thoughtful and practical way to feed your baby on the go and on demand.

By combining the convenience of ready-made formula with an integrated heating system Qi provides parents with the independence to maintain ritual feeding pattern with minimum hassle.  An innovative design hygienically preserves ready-made formula that, with a simple twist of the base, can be safely heated to deliver a warm and satisfying feed when on the go, or in an emergency.

Thermochromic heat sensing symbols on the bottle provide an indication of the milk’s temperature.

A simple twist of the bottle base adjusts the heat, enabling full control of the temperature, so a warm feed can be safely delivered whilst on the go or in an emergency. Both teat and formula are kept separate in foil sealed sterile sections, permitting storage for up to 12 months. The Qi product range comes in a variety of formulas, flow rates and sizes for infants from 6 to 24 months.

Issues raised from users emphasised that the current baby bottles require constant cleaning and sterilising. Preparing a feed requires bottles with multiple parts, storage units and ingredients. User profiles and existing baby products were mapped against individual user needs on an aesthetic and functional scale, identifying a gap in the market for active parents. User feedback from interviews and online parent forums showed that the desire for a sterile and instantly warm feed were paramount features to be incorporated.

Services Provided

  • 3D Product Visuals
  • Design Detail
  • Ergonomic Design
  • Market Research
  • Product Design


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