Fenwick Fishing case study
Overview
Fenwick Fishing collaborated with us to revamp their entire product line of spinning and casting rods. The core idea was to enhance user experience through superior ergonomics, building on Fenwick’s philosophy that “the hands are the best piece of fishing gear” and the mantra “Feel Everything.” Our aim was to blend traditional aesthetics with advanced rod technology to create a distinct and premium offering.
Fenwick Fishing
Consumer Products
The Challenge
How do you make a rod feel like a natural extension of your hand? Fenwick sought to achieve two main goals: forge a seamless connection between the angler and the rod through improved hand positioning and ergonomics, and solidify its reputation as a leading premium brand in the fishing market. The challenge involved not only enhancing the functional aspects of the rods but also reinforcing Fenwick’s brand identity.
The product
We started our product design process with benchmarking, analyzing existing rods and drawing inspiration from diverse industries like watches, bicycles, hunting bows, and ski equipment. This research fueled the creation of a rod designed for their ideal customer. We developed a variety of concepts by integrating aesthetic themes consistent with the Fenwick brand and insights from user research. Our design team carefully selected colors, materials, and finishes (CMF) to differentiate between the four distinct Fenwick rod series. Subtle tones, combined with natural cork, were used to reinforce Fenwick’s brand identity, keeping a close eye on the application of trim, logos, and graphics to complete the aesthetic.
Our expertise in human factors, honed through decades of designing surgical instruments, was perfectly suited for the precise nature of fishing rods. We focused on the nuanced ergonomic needs of fishing rod design, conducting research to understand how to improve hand position and overall user comfort. To ensure optimal “hand feel,” we developed and produced 3D-printed rapid prototypes. These prototypes underwent extensive end-user testing, allowing us to fine-tune the design direction and ensure superior ergonomics. We then created final parametric SolidWorks CAD models for each rod in every series, delivering them with high-resolution renderings and comprehensive product style guidelines.
A key aspect of this project was to solidify Fenwick’s position as a premium rod brand. We meticulously integrated aesthetic themes that aligned with the Fenwick brand into our designs. Through careful selection of colors, materials, and finishes, and the deliberate application of trim, logos, and graphics, we created a distinct visual identity for each of the four rod series. This not only provided a clear distinction between the series but also reinforced Fenwick’s premium market presence.
The results
Our collaborative efforts led to the successful design of a comprehensive rod lineup comprising over 200 SKUs across four distinct series. The solution effectively distinguishes between these series, emphasizing performance, human factors, brand, and aesthetics. By utilizing a proven human-centered design process, the collaboration between Fenwick and us resulted in a highly successful new product launch. The new grip design significantly improved the ergonomics and hand feel of the rods, while simultaneously reinforcing Fenwick’s standing as a premium brand with a strong presence in the fishing market.
different models under the family umbrella, one of the largest product ranges on the market
years since the last rebrand overhaul, this was the largest rebrand in Fenwick history
improvement in rod-to-hand sensitivity by design
Recent Work