AN “AMERICAN BADASS”

FENN spring coilers are top of the line machines that can manufacture 10 springs faster than you can blink. So when they realized that their product’s visual brand language was not up to the level of its intense performance, they came to ROBRADY to re-imagine their machine’s exterior. They wanted us to create a new look that was ICONIC, STRONG, TOUGH, and ROBUST… Or, as FENN put it, looks like an “AMERICAN BADASS”. But more than just rethink the visuals, they wanted to rethink the experience of using the entire machine. So we performed observational research and interviews at several factories, which prompted us to re-think the safety guard (the current guard was so bulky that it was often removed entirely), creating a new design that easily lifts out of the way using gas shocks. We also added a movable tool tray for organization, and created an aesthetic that wouldn’t show dirt, would allow for easy lubrication, and related visually with FENN’s brand-new red-and-black logo.