Stepping into the future with an Australian icon

Facing a changing workwear industry, well-loved Australian footwear brand Blundstone needed to bolster their technology and innovation credentials. We used the power of ingredient branding to ensure this shift had maximum impact. Through a process of insight-building, strategic direction and creative development, we defined a portfolio of specialised brands from start to finish for a new era of high technology work boots. While the central brand, RotoFlex, was positioned to give tradespeople the desired combination of stability and flexibility through the science of biomechanics, four unique component brands were developed to play specific technology roles within the design and material specification of the boots. The result is a set of independently effective brands that tell a powerful collective story. The story of an iconic Australian brand stepping boldly into the future of work wear.

Client
Blundstone

We think business
Category mapping, innovation platform, value proposition, stakeholder engagement

We orchestrate brand
Brand architecture, key messages, brand application, communication strategy