Our Design principles: What Swandoo stands for

At Swandoo we refer to our brand as one dedicated to child safety and family lifestyle solutions. We define ourselves as examples in car seat design, combining what we best know from parenting, the love we have for our family, but also our passion for good design.

These are our principles and what we stand for at Swandoo.


In general, it is about the elimination of clutter and non-essential, to focus on the things that matter. For us, that was quite important considering the busy lives we have, especially after becoming parents. We like to think it is something relevant to family life and that it is independent of region and culture.

When we become parents, we often rethink our values, the life we had -and we are leaving behind, but also the one we want to create. We reflect on our values and those that we want to pass on to our own children, and the kind of world we want to leave behind.

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We try to give the best we can to our newborn, and we are suddenly submerged in a new role in which we are overwhelmed by the responsibilities, information, parenting styles, baby tips, new product categories, etc. It’s emotional and energy demanding. In this situation, with more to do, and less time available, we look for simplification and clarity.


Inspired by Japanese design and aesthetics, our team of designers included the following principles which are reflected in our products and the way we work…

Kanso (簡素) Simplicity or elimination of clutter. Things are expressed in a plain, simple, natural manner. Reminds us to think not in terms of decoration but in terms of clarity, a kind of clarity that may be achieved through omission or exclusion of the non-essential.

Fukinsei (不均整) Asymmetry or irregularity. The idea of controlling balance in a composition via irregularity and asymmetry is a central tenet of the Zen aesthetic. The enso (“Zen circle”) in brush painting, for example, is often drawn as an incomplete circle, symbolizing the imperfection that is part of existence. In graphic design, too asymmetrical balance is a dynamic, beautiful thing. Try looking for (or creating) beauty in balanced asymmetry. Nature itself is full of beauty and harmonious relationships that are asymmetrical yet balanced. This is a dynamic beauty that attracts and engages.

Shibui/Shibumi (渋味) Beautiful by being understated, or by being precisely what it was meant to be and not elaborated upon. Direct and simple way, without being flashy. Elegant simplicity, articulate brevity. The term is sometimes used today to describe something trendy but beautifully minimalist, including technology and some consumer products.

Besides the aesthetics principles described above, we also tried to incorporate some Feng-Shui principles… thus, the flowing shape of our seats around the baby, lack of sharp edges, parallel lines, and dead ends.

In our design, everything flows… just like in life.


Defining what good design is can be subjective, yet utterly difficult.

For us

Good Design is innovative.
Good Design is long-lasting.
Good Design makes a product understandable.
Good Design is honest.
Good Design is thought down to the last detail.
Good Design is aesthetic.

It is through incorporating all our design award-winning principles and our own experiences as parents that we have come to create and build our premium brand.

When we started the goal was simple: to create the car seat we wished to see for our own children. Our car seat and infant carrier ALBERT was awarded two design awards: the Red Dot Award of 2017 and the German Design Award of 2019, not to mention ALBERT in the I-Size version with base became first in his category, scoring a 1,6 (“Good”) in the ADAC Testing 2019.





Last year, we were awarded for our effort and design. Our MARIE 360° car seat was recognized, bringing home the iF Design Award 2020. Our particular focus on MARIE’s intuitive experience combined with a beautiful look is another statement of our very own design principles.

At Swandoo we all share the same passion for innovation and good design – and it shows! By putting our minds – and hearts – together we’ve been able to create a product that makes the lives of other families easier. This is what Swandoo stands for.

Experience our design yourself: take a look at our website and meet our double test winner ALBERT and design award winner MARIE.


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