This started at the beginning; our team assisted with getting start-up funding from the government and set out researching the industry and developing a platform of products to release and get the business started. Socio-cultural research enabled us to get a clear view of where surfing is going and what Simon and Al were trying to achieve.
Concepts were developed and embodied physically in 1:1 prototypes. The prototypes were sewn up, produced from both digital and traditional patterns. Initial prototypes were tested thoroughly to firstly validate the principal concepts and to learn more about each design. Testing was undertaken to assess storage capacity, durability, level of protection, handling, impact resistance and performance. One of the key requirements for the product was for it to be able to withstand the common wear and tear caused by luggage handlers and the luggage conveyor belts during international travel. Prototypes were therefore tested by luggage handlers on the conveyor system at Air New Zealand to ensure the product was suitable for application.
Fully
detailed manufacturing specifications were produced for each product which included a full bill of materials list, physical and digital patterns and assembly details for Curve Surf to manufacture the products. Several production samples were created before the products were signed off for production.
The end result was point of difference over other board bags and an extended system of products which Curve Surf have increased and refined since their launch. Simon continues to build credibility and sales with clever marketing and effective sales.
'Our ambition was to bring to market a bunch of products that helped to smooth out some of the rough edges that can be experienced during life on the road with a surfboard. NZ surfers as a group are renowned for their core travel credentials, so the concepts bought to the table were based on a level of core functionality along the lines of ‘make it work first and look pretty later’.
It’s almost surreal to look back now and think how original and raw those initial product concepts were, and how the design process built them from briefed words and sketches into filling space on shelves in some of our finest action retail stores. The design teams approach of casting the net wide and thoroughly interrogating each concept provided the fertile ground and systemised approach which ensured that the uniqueness of the concepts was fully leveraged.
Modelling, testing, and most of all hands on involvement and documentation in the prototype stage meant that we weren’t just left holding someone’s best intentions, but a solid, unique and dare I say it…..even good looking product line.
Cheers to mother design for bringing us a polished range of knock out products that has now made its way into the US market, and given us the confidence to use the tag line Curve: smarter than your average gear.'
Simon Winter - Director of Curve Surf
