Parenting Simplified
Sippy cups have trended towards more and more complexity in an attempt to create the perfect sippy cup. What if simplicity could be the answer? This challenge lead us to a key insight — it’s not a smarter cup system that parents need, it’s a smarter lid. We introduced our universal sippy cup lid, SipSnap, on Kickstarter and with 130k in funds we launched our company Double Double to bring smart, simple, and sustainable products to better help parents do their jobs. The SipSnap line expanded to include 10 skus and in 2016 we licensed it out globally to Boon, Inc under the brand SNUG. Customers include Toys R Us, Target, and MoMA.
Awards
Red Dot
Family Choice
NPRs All Tech Considered Innovation of the Week
Patent
US 9848721
Branding Strategy
Children are the doubles of their parents and vice versa. Double Double needed a brand identity that reflected our regard for the needs of both kids and parents. The navy, serif font is the adult and the bright blue, sans-serif is the kid. By selecting a white background, the color of our products would define the palette and the faces of children would define the mood.
Branding by Andrew Cloutier
Design Strategy
Flexibility
As a team of global contractors, a lean and flexible business model was essential. Double Double was designed to be an umbrella brand in the category of children’s and parenting products. This allowed for the development of sub-brands that could be sold or licensed off. SipSnap is the pilot brand for Double Double.
High Marketing ROI
With its high innovation factor, simple design, and low price point, SipSnap was a patentable product with a high word-of-mouth quality. We were able to optimize our marketing ROI by focusing on alternative viral streams conducive to WOM such as facebook mom groups and city based parenting groups. UV ranged from 5-10k daily.
Early Profitability
SipSnap rapidly grew as a healthy D2C brand. This paired with our lean operations and low overhead led to immediate profitability.
Licensing
Our success and momentum allowed us to leverage the global licensing of the brand 2 years later to Boon, Inc under the brand name Snug. On its 4th year of licensing, Snug continues to achieve YOY growth with revenues of 1M.