a JV between foreign and local entities retailing high-end imported baby care products to the chinese market. the design seamlessly combines western and chinese, contemporary and traditional, culturally and socially relevant elements. it is chinese custom to swaddle new borns in red to bring good luck. the pacifier is recognizably western. this design conveys an aspiration towards modernity while keeping traditions. it also conveys how children are treasured given the 'one-child'