Berkley wanted to create a range of fishing reels that would provide a low-cost, easy-to-use alternative to traditional rod-and-reel products. IDEO designed a family of reels that includes everything the first-time fisherman needs -- rod, reel, bait, tackle, and line.

This ergonomic, energetic design makes these products attractive for beginners who don't want to try to build a fishing system from separate components. Fewer parts and features make these reels more intuitive to learn than traditional products. IDEO also moved the bail release, trigger, and crank closer to the center line of the pole to enhance comfort when casting and cranking.