My master project was developed in cooperation with Abu Garcia, one of the world’s leading fishing reel manufacturers. My goal was to design a fishing reel for saltwater fishing in warmer climates, which would complement the Abu Garcia product range.
Since the brand has a strong position on the American market, the aim was to primarily attract American consumers. Abu Garcia is proud of being a Swedish brand; its Swedish tradition is highlighted in all means of worldwide communication. Therefore I accentuated the heritage theme in my design.
The result is the “Viking” fishing reel; its form language and details derived from Swedish history.
MA degree project 2006