Design on skis
Head holds the leading position in its product markets and in addition to other areas also distributes well-known brands such as Penn or Tyrolia. The high brand recognition has resulted in numerous collaborations with top athletes such as Lindsey Vonn and Ted Ligety. The 2014/15 winter season’s aim was a consistent, clear brand experience and a strong positioning for both the women's and men's collections. For this reason, a new brand story and design were generated in coordination with the label and a consistent solution in the form of a holistic, brand-typical (ski) design could be been achieved.
For Head there are no compromises when it comes to quality and implementation. In joint workshops an innovation strategy was derived and a design tailored to the target group was created. Two different design lines were developed for the women's collection and six different models as well as ideas for new materials and surfaces. Selected designs were conceptually applied not only to the skis but also to shoes, bindings and poles - the basis for a successful market launch. The product design is based on minimalism, details and clear, graphic elements, as well as dynamically rounded edges - this benefits both more aggressive and more comfortable riders and ensures optimum riding pleasure.
The men's collection was based on the existing innovation and brand strategy and was used to create a holistic design that is characteristic of the brand. From being a technology-driven and performance-oriented brand to incorporating fresh values such as spontaneity, style and courage. On this basis we defined the design characteristics and developed two different proposals for the product lines "Race" and "Performance".