MUSTAD LURE CONCEPTS

As a "fly only" angler, what could I bring to the table developing lures? My creative skills and commitment to think different was put to a exciting challenge and again the experimental mindset driven by a mixture of passion, creativity and competition. Lots of product development is done by studying the competition. That reflects in too many product launches even from well etablished brands being quite similar. If your eyeballs are focused on what others do, it is very likely your product will be within that circle. As an outsider and not wanting to look at the competition, I had no references which can be an advantage, also a failure. With that in mind, I could ask, "why is that like that and not like this, this is a more logical solution". By not being influenced, I sailed out on the mission to shake up a crowded market while at the same time growing new knowledge.
Further more, I implemented our new design elements from the Mustad brand frame as a visual signature so almost the fish would know where the lure came from. 
Finally, I designed and developed a completely new sustainable packaging system to launch the range. Double impact.

Both product and packaging cost a lot of time with suppliers in China, Denmark and the US sourcing, developing and negotiating.