"Mom, I want another glass of water." Getting little tykers to fall asleep and stay asleep can be troubling. elo is the latest innovation that  helps kids learn how to fall asleep on their own. The pillow plays stories and songs, choosen from an online library, and if your child lifts her head off the pillow, the pillow invites her to lay her head back down to hear the rest of hte story. Invented by a mom and loved by kids, elo is endorsed by all kinds of doctors and experts. Utility helped elo brand the product line, develop language for the brand, look/feel, copy tone, descriptions, packaging, site graphics and more.