Blundstone has revitalised its brand positioning after 147 years in business.
With a footprint in over 50 countries, the brand is stretching beyond its position as a trusted workwear boot and pushing into the fashion space.
The new creative platform 'Everywhere Life Takes Me’ unites Blundstone’s broad market appeal and celebrates the heritage of the Tasmanian business.
Blundstone global head of brand design and consumer engagement Adam Blake said this is an important move.
“Everywhere Life Takes Me pays homage to the fact that every morning – whether it be in rural or metropolitan Australia, Israel, Italy, Canada or the US – there are hundreds of thousands of people who start their day by pulling on a pair of Blundstones.
"It’s these life stories we want to capture and celebrate to communicate our brand story.
“We realised now is the time to deliver a brand framework that encompasses and unites the breadth of our markets, categories and consumers globally.
"Our boots keep people safe at work, take them hiking on weekends, dance up a storm at festivals and wow catwalks around the world."
Blundstone worked closely with two Australian agencies to design and bring thr brand identity to fruition.
Founded By Design provided strategic brand design and creative, while marketing and PR agency Bastion Effect built partnerships and the brand's digital footprint.
In implementing the new brand identity, Blundstone has activated brand aligned retail and partnership strategies.
The latest collaborations include two iconic Australian fashion labels – lifestyle denim brand Rolla’s and women’s fashion house Aje – as well as Mona's provocative winter festival, Dark Mofo.
Rolla’s and Blundstone joined forces to co-create a ‘collab’ boot, which is modelled off the Blundstone Original 500 series.
Designer womenswear brand Aje also selected a range of Blundstone
styles to present a recent collection.
“This is an exciting time for Blundstone,” Blake said.
“Our heritage and sense of place have shaped who we are with our new brand identity and strategy continuing to build on that for the future.
"As we have reflected on our impending 150-year milestone, we have realised our brand is, and always has been, best told through the stories of our community across the world.
"We are optimistic about our future and we hope our story is viewed as one of success for other Australian brands.”
Blundstone’s new brand identity is currently being rolled-out both in Australia and internationally across digital, social, out-of-home and print.
Rolla's Blundstones go on sale in May through General Pants.
Blundstone Mofo Dark Boots will be sold online and through retailers in Hobart during the Festival from June 8 to 21.