Graco SnugRide 35

Changing the way
users approach
Work In progress


Graco is the house hold brand that everybody grew up with. Since their management shift in the early 2000's their market share has been dwindling due to users feeling their product lines have become stagnant. Graco turned to my team to develop a new product to put them back at the top.


Then Snugride 35 was designed in 1996. Graco looked to continue the 'snugride' line with developing a new carseat base that threw out every conventional design in production today. The swing arm concept is now patented and in production, this one hand system is not only self adjusting by using a cantilever + mechanical advantage to snug the belt, but its one hand release makes it just as easy to remove from vehicles. My personal goal for this project was to create a product that was developed around the user. A product that threw out the rule book and got the industry thinking.
With this product being launched in early 2017, Graco took the opportunity to show off at this years ABC show in Cologne, Germany. With the top brands in the market showing new product the SnugRide won best in show for the carseat category, which is a great sign for the product. The following video shows the simplicity for the user on a traditional belt install.