Owned by Fitson, an experienced Singapore-based manufacturer of high quality baby feeding products, Fitson had a desire to develop their own breast feeding friendly brand targeted at pregnant women and new mothers globally. As such, Hegen, a line of Fast Moving Consumer Goods (FMCG) was created.

The newly developed bottle by Hegen adopted a system approach that incorporated basic breast pump adaptors, storage lids, electric pump and sterilizer development all into the same product.


This resulted in the world’s first patented square shape baby feeding bottle that included revolutionary features such as “Press to Close, Twist to OpenTM” – one hand closure with no spillage, stackable, multi-functional for storage, microwavable and wide neck opening for easy cleaning.

In the initial phase of brand development, the challenges faced included being in a market environment highly contested by well-established, major brands. Consumers tend to purchase longstanding brands recommended by other mothers when it comes to giving the best for their baby.

However, our research gave us excellent insights on potential areas that Hegen could compete better on.

  1. Brands that advocate breastfeeding have higher receptivity with parents and healthcare.
  2. Parents wanted more efficient solutions that save time, space and reduce wastage.
  3. Market lacked a seamless and smart system that supports the breastfeeding journey.

“Hegen was born as a breastfeeding advocating brand as we wanted to create products that encouraged and also help parents to have a more fulfilling breastfeeding journey.”

Yvon Bock, Founder and Managing Director, Hegen

Driven By A Founder Who Empathises

With brand authenticity as the key anchor to our brand strategy, Yvon embraced the brand champion role. Being a mother of 4 who breastfed every child, mothers all over the world would identify with her story and her experiences, sharing the same values and beliefs. It was also imperative that the product packaging is able to effectively communicate Hegen’s superior product difference clearly within a small space.

Cherishing Nature’s Gift

Skin, grey and white colour were chosen as not only does it stand out from competitors in retail, it also brings the brand closer to nature and strengthen perception of a brand designed for the global market.


3 cubic secondary graphics were used to connote the ‘express-store-feed’ system. Illustrations were also used to visually communicate multiple revolutionary product features. A baby styled to show him licking breastmilk off his lips is used to grab the attention of potential buyers.

“One of the key strengths of the Hegen bottle is its easy storage due to its unique square shape opening design. To communicate this convenience to customers, we designed a simple 3 step system that will resonate with customers’ pain-points.”

A.S. Louken





Born out of the desire to enhance the breastfeeding experience for both mother and baby, Hegen aims to simplify and complement the nursing experience, ensuring babies get the best nutrients in their diet while turning nursing into a positive bonding experience that mothers enjoy.

Designed to complement the user experience and minimise spillage and wastage – making every drop count and maximising the goodness that can be drawn from nature’s gift; Hegen’s revolutionary, practical and multifunctional designs encourage a sustainable and hasslefree breastfeeding lifestyle, allowing mothers to carry on breastfeeding for as long as they want.