Blundstone was established in Tasmania 150 years ago. As the business has grown so has its wearers all over the world — who have gradually shifted from a 'workwear' to 'lifestyle'. Now at a tipping point, sales for their traditional workwear users is being superseded by sales for their lifestyle range.

The previous strategy was to target both audiences separately, a costly exercise that created a division in the brand where unity would have greater overall results.

We were challenged with bringing the two audiences together under a single brand, a common theme and a design system which allowed for bespoke messaging relevant to each audience across the globe.

A program of work was created to explore, define, document and implement the new brand across markets globally. Working closely with the Blundstone marketing team, their supporting agencies in Hobart, Sydney and Los Angeles we gathered campaign and marketing collateral for both workwear and lifestyle brands.

Insight — Focus on the wearers not the boots.

As a brand Blundstone represents action and initiative — "no one puts on a pair of Blunnies to stand still".

Blundstone would not be here today if it had stood still; if it hadn’t continued to adapt, innovate and change. That’s what it takes to grow a legacy over decades, centuries even, and it’s what they will continue to do.

This Brand Essence 'Never Stand Still' is central to the Blundstone DNA. It is evident in everything the brand does: culture and people, products and services, the way they work and communicate.

The Brand Essence moves the focus from product to people — a strategic shift that became the foundations for all aspects of the Blundstone brand.

Global Roll-out — A global implementation of the work and the brand principles were applied to a wide range of applications. These including pop-up stores in Covent Garden - London and Melbourne, websites, videos, packaging, advertising and promotional materials.

Throughout this stage, we provided design and brand guidance to the wider team.

Over a 24 month period the new brand direction was successfully implemented across Australia, US, EU and Asia. Distributers and Blundstones international agencies embraced the new direction which can now be seen in all of its markets.