This visual refresh of the Irwin Strait-Line chalk reel line aimed to modernize product aesthetics while bringing the design in line with Irwin’s updated brand language. In addition to enhancing visual appeal, ergonomic refinements addressed known user frustrations—improving comfort, usability, and overall experience on the jobsite.
IRWIN strait-line refresh
COMPANY: STANLEYBLACK&DECKER
Year
2021
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The project set out to modernize the visual identity of Irwin’s Strait-Line chalk reels to better align with the company’s updated brand language. At the same time, the team aimed to improve usability by addressing common ergonomic complaints from users of previous models—balancing form, function, and brand cohesion.
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The design process focused on refining both visual and tactile elements of the product. Updates to form language, surface detailing, and material finishes ensured a stronger connection to the current Irwin brand identity. Ergonomic evaluations and iterative refinements helped improve comfort, grip, and usability—particularly for tradespeople using the product in challenging conditions.
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The refreshed chalk reel design delivered a cohesive visual update that strengthens brand presence at retail while offering improved comfort and usability in the field. By enhancing both aesthetics and function, the redesign positions Irwin competitively and reinforces its commitment to user-driven product evolution.
Exploring possibilities
The design process began with broad concept sketching to explore updates in form, detailing, and grip surfaces. These explorations considered how to maintain the recognizable DNA of the product while introducing refreshed visual and ergonomic improvements. Sketching helped rapidly test ideas around proportion, material breakups, and user interaction before moving into refinement.
ERGONOMICS AND USABILITY
Refinements to the chalk reel included updates to the overall geometry, grip zones, and visual hierarchy of elements like the crank, case, and string outlet. Special attention was paid to textures and finishes—enhancing both the visual appeal and tactile feedback. The final form reflects Irwin’s design language while offering a more comfortable, reliable experience for users.
Reframing a Legacy Product
Irwin’s Strait-Line chalk reels have long been a staple for professionals, but the visual language and user experience no longer reflected the brand’s updated identity or evolving user expectations. This project focused on breathing new life into a legacy product—strengthening its shelf presence, improving user comfort, and aligning it with Irwin’s broader design system.