Blundstone Footwear launches fresh brand push as it continues international expansion

Tasmanian footwear brand Blundstone is re-positioning itself as the shoe for ‘Everywhere Life Takes Me’, as it plans to continue expansion into the international market.

The relaunch of the brand aims to unite its current market appeal with the heritage of the business, which has run for 147 years.

Adam Blake, Blundstone global head of brand design and consumer engagement said the new brand identity recognises the passion for the “humble Blunnies”.

“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” said Blake.

The Tasmanian brand worked with Founded By Design and Bastion Effect to create the new brand platform and its renewed digital footprint respectively.

As part of the new brand platform, Blundstone has activated retail and partnership strategies with lifestyle denim brand Rolla’s and women’s fashion house Aje, as well as winter festival Dark Mofo.

Blake added: “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.”


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