Svendsen Sport is a global leader in the marketing and distribution of sports fishing and outdoor equipment.

We teamed up with Svendsen Sport’s own expert development team to focus on creating a new fly reel for the highly regarded Scierra brand. The brief included defined manufacturing processes, engineered component constraints, and a target market price point.

Our collaborative task was to work creatively within these given qualities to deliver outstanding form and function.

The reels are produced in aluminium using pressure die-casting processes. We created a beautifully simple design with a sporty edge. The form is largely defined by the spool-porting pattern. This extends from the centre line of the spool, with each port flaring out towards the outer rim. Functionally this creates an extremely strong spool. The porting also allows the often bright and colourful line used by fly anglers to further emphasise the reels form through a strong colour contrast. The matt black coating of the reel means it is easily colour-matched with any rod. The Scierra brands’ ‘T’ logo is incorporated in the reel frame, bringing brand visibility and contributing to the engineered strength.

The results are two very strong yet light and stylish series of reels.