This paper introduces a novel modelling approach based on the analogy to the incubator concept so as to provide a suitable support for designers through product design process. The main objective is to define a knowledge-intensive design context in the early product design stages. The main goal of the proposed approach is to provide a knowledge-based design context for designers by considering engineering knowledge in an appropriate and seamless manner. As such, the proposed design incubator will assist designers to make better-informed decisions by delivering knowledge and engineering information at the right time. A case study has been introduce to illustrate the relevance of the proposed approach.