The Eloise Pram Project is a design company, creating beautiful, unique, and family-friendly prams. Too often, with their excess of features and configurations, prams impose complication and create additional waste for families. Our goal is to make a pram that creates less clutter, is simple to choose, and a joy to use.
The problem
Prams are often considered a reluctant necessity, that frustrate families as much as they provide an essential function. That’s because designing prams is hard. We know this first-hand. The desires are often conflicting: safety competes with size and flexibility creates complexity.
Safety remains the utmost priority for prams, and so it does for Eloise, but through diligent research and observation we’ve worked hard to identify the subtle and obvious areas where prams fall short, and considered elegant solutions.
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Prams aren’t just useful for carrying children. Busy lifestyles mean that prams double as vehicles to help families carry things. Families increasingly desire prams with large storage volume.
But storage baskets introduce inconvenience. Most prams cannot collapse while there are still things in storage, and they are difficult to load and unload. Because of this, prams are never as easy or quick to fold as advertised.
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Your everyday pram needs to weather the natural elements of harsh winds, rain, and sunshine while keeping children safe and comfortable.
Prams seldom provide the necessary protections out of the box as canopy don’t extend far enough to protect children entirely. Children can’t enjoy full darkness for naps, and are partially exposed to sun and rain.
To compensate, parents are forced to drape blankets over the canopy to provide sun and light protection, or purchase rain covers to protect from rain.
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As children grow from newborns to toddlers, their pram needs change. Newborns are required to lie-flat for roughly six months before they transition to upright seats.
Many parents purchase lie-flat bassinets for newborns, but they are large, expensive and create waste when they are no longer required after six months.
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Prams are no longer useful for families after 4 or 5 years once children are grown up. After this they are sold, handed down to friends or family, or end up in waste.
The industry must aim for modularity, repairability, and circularity to minimise its strain on our environment.
The solution
We sought a design that addresses usability challenges and shortcomings that make prams difficult to use and force families into purchasing yet more accessories.
On top of its functional improvements, it was essential that Eloise be loveable. We wanted a design that was playful, friendly, and immediately distinctive - not for vanity, but to befit the magical (albeit chaotic) nature of early parenthood.
We started with a number of goals:
A full-size everyday pram
Has generous storage volume without compromising the fold
Eliminates the need to purchase a separate bassinet for newborns
Protects children from all weather
Is built with modularity and repairability in mind for buybacks and refurbishment
Ideation and mock-ups
Making it real
What next?
The Eloise journey is just beginning. There’s a gap in the industry for truly thoughtfully-designed prams that simplify the parenting journey, and Eloise is ready to fill it. Eloise is in-development, join our waitlist for updates as we bring Eloise to life.
