How Formi earned its place in your home

After working with Vert Design on the original concept, we had the science, the research and the professional input covered. The idea worked. But there was still a question we hadn't answered: how do you turn it into an object people actually want to live with?

That's where Soft Serve Studio came in: the Melbourne design studio behind some of Australia's most loved and respected brands, including July Luggage, Akubra and R.M.Williams.

We worked with Kaine Whiteway, John Jaworski and Morgan Munro, and it was such a fun, collaborative process. They shaped the footstool's finished form: its colours, its feel, and the way it settles into a home rather than a nursery.

Soft Serve developed Formi into the object you unbox: the materials, the foam, the texture, the palette, the packaging. The footstool is the first product to come out of that work, but it wasn't the only thing we designed together, there's more on the way.

I'll let the Soft Serve team take it from here, and share the thinking behind how the Formi Footstool looks, feels and performs.

You can learn more about Soft Serve Studio here.

Lana x

Formi is a baby feeding brand created to address the physical demands of feeding — a set of daily, repeated actions that can place strain on the body over time. Founded by Lana Havenhand, Formi emerged from first-hand experience and takes a considered, practical approach to wellbeing, focusing on products that support posture, reduce discomfort and integrate naturally into contemporary interiors.

Soft Serve Studio was engaged to bring a clear design sensibility to Formi, shaping how its products look, feel and perform in everyday use. Our involvement focused on product design development and execution, supported by the creation of a colour, material and finish strategy to guide Formi’s future product range.

The Formi Footstool is the first expression of this collaboration. Designed as an ergonomic baby feeding footstool, it supports posture during feeding while remaining visually calm within the home.

One of the most defining aspects of the project was the colour and material strategy. We developed Formi’s launch palette to feel grounded and familiar, drawing from tones present in contemporary interiors. Eucalyptus, Red Earth, Sandstone, Silver Gum and Copper were selected for their richness and warmth, allowing the object to sit comfortably beyond the nursery.

An all-over surface texture was developed to add tactility and visual softness. The texture enhances grip and reduces visual weight, allowing the form to remain quiet and unobtrusive in everyday spaces.

Working closely with our manufacturing partners, Soft Serve Studio led the development of material composition and foam construction, defining how the footstool supports the body during feeding. Elasticity, density, weight and durability were carefully balanced, with a focus on ergonomic performance and feel.

The overall Formi vision was carried through to the unboxing experience. Packaging was designed and developed to be protective, understated and aligned with Formi’s values, setting a calm and considered tone from the first interaction.

Recognised for its balance of ergonomic performance, comfort and design, the Formi Footstool was awarded Most Innovative Brand or Product at the Kiindred Baby & Toddler Awards 2025.

Initial product design by Vert Design
Design development, material refinement, production and packaging by Soft Serve Studio.

This article was written by Soft Serve Studio and first published on softservestudio.com.