University of Cincinnati
School of Design
Students: Caitlin Berendt, Gracie Siemer, Max Halpern, Mateo Gutierrez Lujan
For many parents, choosing to formula feed can be a stressful and emotional
decision. Negative stigmas, confusing information, and the difficulty of using
traditional products often leave parents questioning whether formula is truly
the right fit for their family. Standard formula options on the market today
pose many issues in a family’s everyday life.
Most shelves are dominated by the “classic can,” a package that feels clinical and unapproachable—especially for parents already feeling uncertain. Its crowded graphics, messy scooping system, and lack of travel-friendly options create daily frustrations that interrupt an already demanding routine. Roo was created to reimagine formula in a way that is empathetic, intuitive, and built to aid the feeding
process, not add stress. Our solution unifies home and travel feeding into a
clean, mess-free system that meets parents where they are. Inspired by the
ultimate parent-on-the-go—the kangaroo—Roo embodies reliability,
closeness, and readiness. Just as a joey is always supported, Roo aims to offer
parents the reassurance that their formula is always there for them.
Through consumer research, Roo identified that the majority of frustrations
stem from formula’s traditional powdered form. Powder requires precise
manual measuring, and spills easily—issues that feel magnified during a busy
day or late-night feeding. Looking to international markets, Roo drew
inspiration from existing edible tablet formats. By lightly wetting and
compressing powdered formula, a pre-measured, dissolvable tablet
eliminates mess altogether. Each 6g Roo tablet equals one standard scoop,
allowing parents to transition seamlessly from powder to tablets without
changing their routine.
To house the tablets, Roo designed an integrated hub system. The primary
at-home hub—made from Bio-Based Polypropylene—houses six blister packs
containing eight tablets each, equivalent to the amount in a standard 12oz
can of formula. The hub embraces a parent-first mindset, featuring positive
language, a clear hierarchy of information, and approachable illustrations that
make the product feel warm and supportive rather than clinical. A clear
color-recognition system—orange for whole nutrition, yellow for preemie, and
pink for allergy-friendly—helps parents quickly identify the right formula type
in-store and at home. In addition, the rounded, organic forms of the packages
themselves break away from the typical can shape, adding both
approachability and shelf distinction.
Beginning the formula feeding process, parents can easily remove a blister
pack, pop the desired tablets into a bottle, add water, and shake. For feeding
on the go, packs can be taken in full or torn along perforated lines to carry just
a few tablets, giving families flexible, lightweight convenience without the
need for homemade storage solutions. When the hub is empty, Roo makes
refilling just as effortless. Refill packs, sold as six blister packs wrapped in a
recyclable paperboard sleeve, echo the visual identity and color system of the
main tub for easy recognition. At home, a tearaway strip allows parents to
release the blister packs and quickly restock their existing hub.
Roo’s holistic formula system offers a fresh, empathetic approach to formula
feeding. It removes unnecessary stress, supports families in every setting, and
provides a clean, modern alternative to outdated packaging. Roo is always
ready—at home, on the go, and anywhere parents need.
