I was part of a design team responsible for the Startloop in my role as Senior Industrial Designer and Partner at Hareide Designmill. Hareide Designmill
were approached by the inventor of the Startloop in 2000. He came to Einar Hareide, my then boss and founder of Hareide Designmill, with this idea of an battery powered, compact starting device for cars with flat battery. A very good idea. Turned out there is a big problem flat batteries in cars, and not only colder countries. We started work on the design and quickly realized that the design had to be iconic, so to communicate the innovation and give an unknown company a strong identity through the product design. Our design propsal was bold and inspired by safety products, usually caractherized by clear semantics and high visibilty. Main body is unpainted ABS, while the flexible loop is made of TPE.
The company sadly went bust shortly after, simply didn't have the drive and knowledge to commercialize a great idea..