Blurr

CASE STUDY: BLURR IDENTITY

Proudly based in Squamish, B.C., blurr designs apparel and carrying systems for young-minded, progressive and multi-faceted outdoor enthusiasts.
The name blurr was created to articulate the softening of the distinction between backcountry and urban adventuring.

Born from a rock climbing background, blurr products offer no-nonsense technical features and fabrics blended with progressive, urbane styling. Versatile
product that transitions seamlessly from activity to activity both functionally and aesthetically allows outdoor users to streamline their wardrobes and go
about their business.

As a startup, blurr first came to us for a logo. Roseander Main created their initial identity and visual language system in 2002. We've kept it fresh and
consistent with seasonal catalogues, retail hangtags, magazine ads, tradeshow graphics and event posters. blurr asked us to undertake a refresh in 2007.
We researched a full brand/market analysis and worked with blurr to develop the best path forward. The new systems and visuals have strengthened and
realigned the core brand and helped its retail visibility.

INITIAL IDENTITY AND BRAND

INITIAL IDENTITY AND BRAND

The first identity emphasized blurr’s product ethos of beauty, modernity and clean lines. A minimal, upscale treatment of type, photography and rich blacks and reds were core to the system. The mature urbanizing of outdoor goods was unique at the time and blurr was at the forefront of this movement.


BRAND REALIGNMENT

BRAND REALIGNMENT

By 2007, blurr was moving towards a more youthful interpretation of urban styling. Buyers were unsure how to purchase and stock items that bridged product categories. Most consumers were still introduced to blurr through climbing, but it was felt that those with other active interests should also be compelled to gravitate to the brand. Consumer recognition was stable, but the blurr visual system required a youthful refresh that still befit its smart looking product.


SOLUTIONS

SOLUTIONS

The wordmark and ethos were maintained.
• clarity of product divisions,
• clarity of target demographic,
• more playful visual system,
• new brand icon,
• new high-visibility retail hangtag system,
• new website that reflected the new structure and visuals,
• new basket of mantra taglines


SHAPE & COLOUR

SHAPE & COLOUR

Blurr initially used a red square as a secondary identifier which appeared commonly on product and marketing materials. It became decreasingly unique in the marketplace. We developed a shape that was contemporary and was unclaimed by another outdoor brand, integrated well with the blurr wordmark and would reproduce well in product detailing. Its softness echoed the blurr malleability. Additionally, a colour palette was chosen that could differentiate the product collections and looked good as a set. This was done to create a series of bold oversized hangtags to maximize retail visibility.


COLLECTIONS: Foundation / Flow / Transit / Cargo

COLLECTIONS: Foundation / Flow / Transit / Cargo

All blurr product is about crossover function. The company name itself alludes to it. The old tagline Climbing_Training_Work_Travel spelled it out, however it did not reflect product organization. Categorizing product collections allowed better clarity and targeting of both consumers and departmental retail buyers. Foundation harkens to performance outdoorwear, Flow to urban athleticwear and Transit to business-casual travelwear. Cargo is blurr’s series of innovative packs and carrying systems. Climbing crossover remains core to all collections.

TAGLINES

TAGLINES

blurr needed some hook to its crossover mantra. Its consumers are young independent adults. blurr product stood for: the freedom of movement of climbing, outdoor durability, urban styling, modern minimal patterns, and that it could be worn in any environment and feel like it belonged. We developed a series of evocative taglines:
• You Are Here.
• Modern Adventure
• Active. Life. Style.
• Anywhere & Everywear
• Contemporary By Nature
• Function. Form. Freedom.