A visual product study that revealed much more than beautiful curves.
Project Scope
Color is never enough
Harken initially approached bb7 to explore color options for their products. They also wanted their line of carbo blocks to be perceived as lightweight AND strong. We proposed a holistic approach to the design of the product. By performing a complete Visual Brand Language (VBL) exercise, insight and direction emerged that informed and improved color, shapes, materials and manufacturing processes.
If it’s speed you want
bb7’s partnership with Harken saved them both time and money by using VBL research to gather client insight and determine development direction. The new Harken blocks dramatically simplified the integration of the blocks onto the boats, also saving time and money. When some of the lightest and most efficient blocks are on your racing sailboat, you can save time and win money.
Fully Designed
bb7 provided design direction for modifications to color, form and new features.
lighter & faster
bb7 designed the lightest weight Carbo blocks in their category.
Materialistic
Harken’s Carbo Blocks were the first not to use metal shackles or rivets.
Visual Brand Language studies often reveal significant product innovation opportunities. Incorporating VBL into product design ensures a consistent representation of your brand.
The redesigned 57mm carbo block
Initial sketches: Concept exploration