Franco Suito Ruiz Bravo

Design has always been a way for me to connect creativity with purpose. Through my studies in industrial design, I’ve developed a strong interest in how people interact with the products and tools they use every day. My work blends hands on craftsmanship with design, exploring how thoughtful details can enhance both function and experience.

Alongside my studies, I run JSL Lures, where I design and handcraft performance fishing lures that combine precision design with sustainable materials. This project reflects what I value most in design: authenticity, durability, and a genuine connection between people and the things they use. Moving forward, I aim to continue creating products that tell stories, inspire care, and deepen our relationship with the environments we love.

Tide Switch

TideSwitch is a modular fishing lure system designed to reduce waste and enhance adaptability on the water. With interchangeable heads and a durable core body, anglers can switch between popper, stickbait, and diver configurations — all using one sustainable platform. The design promotes longevity, reduces tackle clutter, and redefines how performance lures are made and maintained.

Snack Stacker

Snack Stacker is a modular, child-friendly food container designed for the Country Road Kids range. Made from sustainable wheat straw plastic, it’s lightweight, durable, and easy for small hands to open. The design encourages independence while reducing single use packaging, aligning with Country Road’s focus on everyday sustainability.

Hand Made Lures

For the past few years, I’ve been designing and handcrafting wooden fishing lures under my brand, JSL Lures. What began as a simple curiosity has grown into a deep passion for creating high performance, beautifully finished lures that anglers can truly connect with. Each piece is shaped, sealed, and finished by hand — from the timber body and stainless steel through wire to the final epoxy coat — ensuring every lure is unique. Seeing my designs come to life on the water and land incredible fish is what keeps me pushing for perfection. This process has taught me patience, precision, and a respect for craftsmanship that continues to guide my journey as a designer.

Endura

Endura is a premium, repairable vacuum cleaner designed for longevity and user maintenance. Crafted from 5052 aluminium alloy, its durable body and handle reflect a commitment to quality and simplicity. Every part is accessible and replaceable, promoting sustainability through repair rather than disposal. Designed for modern, time poor users, Endura balances performance with craftsmanship — a refined appliance built to last, not to be replaced.

Fishing Bag Solar Light

A compact, waterproof light designed for fishing bags. It clips on magnetically from one side to the other, with a weatherproof cable sitting neatly between the zippers. Powered by a solar panel and rechargeable battery, it keeps your gear visible and accessible in low light.