The 2009 master degree show from the School of Industrial Design at Lund University, Sweden.
Snorri Valdimarsson.
LOOKING GOOD
A sustainable design strategy for Einarsson flyfishing
In today’s massively populated markets where competition and a large number of competent brands compete for the attention of customers, it is essential to have a strong identity.
For a small start up company to build that identity and to convey the message of the companies values can be difficult and in a situation where large scale advertisement and publicity will not be possible, the best
way to put forth the message is through the products.
This project aimed towards creating a design strategy for Einarsson flyfishing, a small Icelandic fly-fishing equipment company. The company has a strong sense for environmental responsibility and focuses on quality, performance and durability to produce long lasting high end fly-fishing equipment. The developed
strategy needed to emphasize these values and the properties of the products.
To define the basis for the design strategy look into the market for fly-fishing equipment offered an understanding of the customer and competing brands and analysis of design strategies of successful
brands within and outside the fly-fishing market helped define what the elements of a design strategy are.
The design strategy for Einarsson flyfishing was developed in close cooperation with the company, defining elements like form language, core values, target customer etc. To validate the design strategy a number
of exemplary products were designed applying the design cues set forth in the strategy.
Snorri Valdimarsson
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