Leaning into the engineered
heritage with Blendtec

Blendtec Brand Strategy

Role:
Brand Strategy
Creative Direction

Team:
Brent Stickles
Beth Anderson
Sam Peart
Anne Tsuei

Blendtec, a commercial and residential blender manufacturer, has been around for ages. The brand was one of the first brands to engineer and manufacture blenders. They asked us to help them define a brand strategy and do a slight design refresh to bring the brand into the twenty first century.

Interestingly, audiences for blenders are either only worried about cost, or they are avid researchers into the various specs of the blender they do have.

This project took a lot of user research and consumer insights for us to really understand the market. Our team conducted interviews, deployed surveys, dug through social listening information, and got to know our stakeholders super well.

The strategy had to address residential and commercial audiences without alienating the current Blendtec ambassadors.

Our strategic definition and brand foundations were extremely well received, and Blendtec continues to embrace evolutions to its heritage brand.

Deliverables:

  • Strategic Definition (positioning, whitespace, marketing strategy, target audience)

  • Brand Foundations (mission, vision, values, essence, pillars)

  • Brand Expression (character, voice & tone, messaging strategy)

  • Visual Expression (vision boards, logo, colors, typography, imagery)