Blunt

Blunt umbrellas are an award-winning iconic Aotearoa New Zealand product. Beautifully designed, they are a true kiwi innovation. But this love for Blunt was limited to our shores.

Through research, we discovered the current brand was just a sales portal, lacking emotional connection. We needed to build out a global brand platform that aligned product love with a brand love - bringing heart, emotion, and character with a rich visual language.

We started with the core strategy, and founder Greig Brebner, bringing his design journey to light through a new narrative. We created a new guiding brand idea, ‘Engineering Joy’. A shorthand that defines Blunt’s technical innovation and the love and joy they generate with customers.

Blunt were looking to enter new regions like the UK and were designing new products that extended them into other categories, so we needed to shift them from just an umbrella brand to a lifestyle brand. This meant we needed to change the current umbrella-centric logo to something broader.

The new wordmark and ‘B’ symbol were designed to connect deeply with the iconic blunt curves of the umbrella and as a shorthand for the new design principles we set with the Blunt team – reduction, beauty, confidence, and joy. They guided every verbal and visual expressions of the brand.