Making a mom’s dream a reality. Embé founder and mother of four envisioned the concept of a retractable silicone pacifier that can protect the pacifier nipple from germs and debris when not in use. Through numerous iterations in form and precise engineering details, the Binnie pacifier was born!

The functional goal of this product was to do away with pacifier cases and offer a single part, hygienic solution that can transform into its own protective housing. The aesthetic goal was to achieve this while maintaining a classic, timeless and gender neutral paci design that looks beautiful in a baby’s mouth. Not an easy feat!

The Details

An extended, two step nipple shaft folds in to pop into the closed position with a strong tug of the pull ring, but cannot be closed by the baby’s mouth / tongue. Press the center ring and the nipple pops back out, ready for use. The pop sounds are a clear identifier of the “innie” and “outie” states, making the product very intuitive to use in a hurry. The classic and timeless pull ring lays flat rather than the more common, protruded ring of competitive silicone pacifiers, offering a more elegant look. The pull ring still fulfills its traditional functions of pulling the pacifier out of the baby’s mouth and attaching a pacifier clip.

The Binnie is made with medical-grade silicone that mimics the shape and feel of the breast, quickly soothing the child with a familiar feel. Ventilation holes offer breathability for the baby’s skin and prevent skin rashes or irritations.

It’s in the Name

An innovative product isn’t complete without a strong name that can identify and concisely summarize the product in the mind of the customer. Part of the creative for this project was coming up with the perfect name – Binnie – inspired by the function of the product as well as the baby language of “innie” and “outie” belly buttons.