Leaning into the engineered
heritage with Blendtec

Rebrand (2022)

My Role:
Brand Strategist
Creative Director

Deliverables:

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

  • Portfolio Strategy (business units, customer journey, product innovation)

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

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

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

  • Industrial Design (product exploration)

  • Consumer Packaged Goods (information hierarchy, messaging, CPG design)

  • Concept Validation (in-home user testing)

Highlights:

  • Helped Blendtec highlight its premium features in a way that resonated with everyday users.

  • Learned how to humanize technical products through branding.

Blendtec was one of the first brands to revolutionize the blender market, and they have been impressing consumers with state-of-the-art engineering for decades, but their branding needed to expand beyond blending. I worked with a team who were tasked with defining what the organizations strategy would be across commercial and residential verticals, and then sharing their visuals, new product lines, and an entire brand expression to align the brand. By the end, Blendtec’s marketing reflected their innovative edge, and I left with a deeper understanding of how to make technical products approachable and desirable.