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A small product with a large impact

A small product with a large impact
GIO Good Design Award iF Award Red Dot Design Award iF Award

New reality for entangled cables

We designed the Cableturtle for Cleverline. It offers a solution for cable management of electrical equipment, headphones, and chargers. It is a product that puts a smile on people’s faces.

Designing a bestseller

Providing employment

Worldwide, hundreds of thousands of Cableturtles are sold each year! This design has become the flagship of the Cleverline product range. Since the introduction in 1995 the Cableturtle has been a big success as an interior accessory, a solution for entangled cables and also as a nice gift. Attracting distributors from all over the world, the Cableturtle sells itself successfully. We played a key role in developing this bestseller.

Cleverline is part of ‘Multibedrijven Rotterdam’, which provides employment for people with physical and mental challenges. Less privileged people in our society are offered a chance on qualitative and fitting employment. With the production of the Cableturtle their capabilities are used in a valuable way.

Designing a bestseller

Worldwide, hundreds of thousands of Cableturtles are sold each year! This design has become the flagship of the Cleverline product range. Since the introduction in 1995 the Cableturtle has been a big success as an interior accessory, a solution for entangled cables and also as a nice gift. Attracting distributors from all over the world, the Cableturtle sells itself successfully. We played a key role in developing this bestseller.

Providing employment

Cleverline is part of ‘Multibedrijven Rotterdam’, which provides employment for people with physical and mental challenges. Less privileged people in our society are offered a chance on qualitative and fitting employment. With the production of the Cableturtle their capabilities are used in a valuable way.

Development process

Our brief was: “create a product that is easy to produce by our employees and that we can sell successfully without investing heavily in a distribution network.”

The first step was to find a really good idea. Since early nineties, cable management for all kinds of electrical products has been a recognizable problem for many. The idea of solving this with a flexible rubber shell was truly innovative and turned out to be worth more than just a problem solver. The second step was to further develop the idea through a number of models and prototypes.

In the last phase all the other issues were addressed: how to make assembly easy for the physically/mentally challenged personnel at Cleverline, what about safety issues and packaging.. All engineering drawings were made, the specifications were defined and we played a vital role in the tool making and ensuring the Cableturtle first series got manufactured properly.

Development process

Our brief was: “create a product that is easy to produce by our employees and that we can sell successfully without investing heavily in a distribution network.”

The first step was to find a really good idea. Since early nineties, cable management for all kinds of electrical products has been a recognizable problem for many. The idea of solving this with a flexible rubber shell was truly innovative and turned out to be worth more than just a problem solver. The second step was to further develop the idea through a number of models and prototypes.

In the last phase all the other issues were addressed: how to make assembly easy for the physically/mentally challenged personnel at Cleverline, what about safety issues and packaging.. All engineering drawings were made, the specifications were defined and we played a vital role in the tool making and ensuring the Cableturtle first series got manufactured properly.

Proud

We can proudly say that the Cableturtle has won many prestigious design awards worldwide: Red Dot Award, DesignPlus, iF (gold / best of 10), Clio Award, etc. It is also part of the permanent collection of the MoMA in New York.

The Cableturtle has become one of the design icons of the nineties and is widely published (domus 1997, Form 1998, Dutch Design of the 20th century 2003, Humble Masterpieces 2006, Phaidon Design Classics).

Proud

We can proudly say that the Cableturtle has won many prestigious design awards worldwide: Red Dot Award, DesignPlus, iF (gold / best of 10), Clio Award, etc. It is also part of the permanent collection of the MoMA in New York.

The Cableturtle has become one of the design icons of the nineties and is widely published (domus 1997, Form 1998, Dutch Design of the 20th century 2003, Humble Masterpieces 2006, Phaidon Design Classics).