MUSTAD HOOK CONCEPTS
I made the complete concept, spanning product design and development to crafting all marketing material and editorials.
Innovation in the seemingly simple realm of fishing hooks is often deemed challenging. However, fueled by passion, creativity, and a competitive spirit, I've ventured into the seemingly impossible. Two notable cases exemplify this pursuit, not only introducing innovative products but also addressing a global concern – sustainability.
Awards
2017: Tringle Hook. Best New Terminal Tackle at EFTTEX, Amsterdam
THE TRIANGLE CONCEPT
I did the first sketching on a serviet during my dessert after a Global Management Meeting in Norway. You never know when good ideas show their face and therefor should put them on paper instantly before the mind throws them out agian. I still have that serviet.
Traditional hook wires are round. The idea behind making a Triangle Wire was not to wiggle in the mouth of a hooked fish like round wire. Utilising three flat surfaces in a triangular shape would give a more steady hold.
Besides, cool and different looking product sell!
Being with engineer Torbjørn Granlien when I got this idea, he disapointed me by saying that technology to manufacture such wire did not exist. Yet within two months, he had created the technology to makethe worlds first triangle hook wire and was in the process of making prototypes of the hooks!
The hooks looks outstanding and insanely cool! During testing at the factory lab, Torbjørn Granlien discovered the the 3-Way optimised forging process yield 10% more strength than traditional wire.
The high strength triangular hook shank transitions seamlessly into perfectly tapered round wire, and terminates into welded ring for maximum knot security.
Along with the sustainable packaging, this was a milestone in the Mustad history.
I am honoured and proud to receive an industrial award for the Triangle Hook Concept and what it stands for. Not only does it strengthen the brand and but it rewards true innovation and development. And by skipping plastic in the packaging, we have also made the decision for the enduser and thereby a part of solving a problem that we also have been a part of making.
I did the full concept. Product design, packaging design, all text work, editorials, adverts and location photos.
Thank you Torbjørn Granlien for making this happen.
BBS CONCEPT
This concept was born while I was waiting for a flight in Amsterdam. It is the first and only hook of its kind. No one had the technology to make these hooks before engineer Torbjørn Granlien made it.
The real innovation lays in the laser-welded D-loop on the back of the hooks, which eradicates the need to tie a loop on the hook. The fine wire D is an integral part of the hook and incorporates a sliding 3mm steel ring for attaching baits.
The objective is to give anglers a quick, easy and reliable solution for fishing with D-rigs. Just tie on the hook and you are ready to go. It takes no time to attach the bait with elastic. A further benefit is that the D-loop will stay there. There are no slipping knots.
Besides product, I made a unique box with simple a clear product display. The only problem was cost. Mould coast and labor for manually attaching the displayed hooked correctly and packing the remaining 9 none displayed hooks inside the paper in another loose bag. Packaging pays a major role in triggering a sale!
Patent 20150451 - Owners: Nils Folmer Jorgensen - O Mustad & Son
Creating a comprehensive concept involves not only design and development but also effective storytelling. As the concept maker, product- and graphic designer, I excel at narrating the journey from idea to peg space. Investing in an individual capable of crafting the product, conveying the narrative, and creating cohesive marketing material is a valuable asset for any company.
To the right is a sample of promotional wear I designed to complement the BBS concept.
