Popular New Zealand umbrella brand BLUNT is rebranding, as it eyes growth opportunities in new products.

Founded over 20 years ago in New Zealand, as a solution to poorly made umbrellas, BLUNT has achieved international sales success, but the company is reimagining its brand as it continues to grow.

“After decades of reimagining the umbrella, we are excited to embark on new and exciting developments, outside of the humble umbrella,” says Founder Greig Brebner.

“As we reach this milestone, we feel it is time to take the BLUNT special sauce and venture into other product categories. Products that make sense for BLUNT, that are ripe for reinvention and that can be made better and engineered for joy,” he adds.

To mark its expanding product range, BLUNT has started anew visually, with a new typography and B icon, reflecting of the curves of an umbrella canopy which they have patented on a design level.

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“This refreshed identity will begin to roll out through every touchpoint, from product parts, new packaging and new in-store display units. We’re incredibly proud of this journey we’ve been on and are looking forward to seeing our new brand identity show up in the world,” adds Brebner.

BLUNT’s new look was designed in collaboration with branding agency, Milk, with Managing Director Ben Reid saying that they made this “sensorial experience” of the umbrella come to life.

Fee Cortis, Head of Marketing at BLUNT says this new brand look is all about “engineering joy”.

“This positioning beautifully bridges the engineering and patented innovation that has gone into the design of a BLUNT umbrella with the consumer experience, which is joyful.”

With this new brand look, they hope to share with consumers that they are more than an umbrella manufacturer.