This camera is the result of a global branding project, exploring how to de-code a brand, and then apply that code to a different product type.
‘it’s the journey, not the destination’
The Harley Davidson mantra comments on experience being key to their brand. With this focus, the controls of the camera are bold and rich in physical feedback, transferring the reward from being the final image, to being the experience the user goes through to get it. The capture control is a unique movement, squeezing the metal plate by the lens towards you, feeling cold metal cogs work together to capture that moment, making the act of taking a photo a pleasurable experience.
