Tradition meets design in the new maternity package

The new maternity package follows tradition: there are numerous products and the colours are neutral. Now, for the first time, design is part of the package.

The new maternity package, which will be distributed starting this autumn, is now for the first time packed in a design box. The Sukupuu (family tree) box was designed by Johanna Öst Häggblom. Öst Häggblom's work was selected through a design competition arranged by Kela a year ago for students at Aalto University's School of Arts, Design and Architecture.

The baby clothes selected for the maternity package reflect the colour spectrum of the box. The clothes are in neutral and earthy colours, for instance, grey, brown, white and beige, but also refreshing orange and turquoise. The clothes depict the adventures of forest animals, such as owls and hedgehogs, but also more exotic animals, like elephants, tigers and pandas.

Customer preferences are taken into account in the products

Customer preferences have been taken into account in the planning of the contents of the package. In addition to a snowsuit, the package also contains a quilted suit and a suit of merino wool. The colour of the snowsuit is darker than before and the legs of the suit now have adjustable rubber bands. Recycled fibres have been used in the suit and in the mittens and bootees as well as in the sleeping bag.

Customer preferences were also taken into account in the model for the bib. The bib now has a higher degree of adjustability, so that it easily fits small children. Tights are also included after an absence of many years.

The maternity package is part of the World Design Capital Year

Kela has been heavily involved in the World Design Capital Helsinki 2012 events.

– We have arranged a design competition for the maternity package box as well as a maternity package exhibition in Virka Gallery in Helsinki, Benefits Director Anne Neimala summarises.

The exhibition has received thanks for being a cultural achievement and it has attracted many visitors. The Gallery is visited by approximately 900 people daily.

The history of the maternity package from the 1930s to the present is featured at the exhibition Hooray for a good start! open in Virka Gallery at Helsinki City Hall until 2 September 2012.

Further information
Kela, Pension and Income Security Department,
Anne Neimala, Benefits Director, tel. 020 63 43678, 0400 746 252
Suvi Onninen, Benefits Manager, tel. 020 63 43942, 040 512 4281
firstname.surname@kela.fi

The designer of maternity box layout
Johanna Öst Häggblom, puh. 050 307 4154

www.kela.fi/maternitypackage
Royalty free photos: http://www.kela.fi/in/internet/suomi.nsf/NET/130812102841HL?OpenDocument

Please mention the source of the image (Kela).