BlueAnt is an active sports audio and lifestyle brand now specialising in the design and manufacturing of Bluetooth headphones. BlueAnt first launched in 2003 experiencing great success with the first ever hands free communications device for mobile phones.
The introduction of in-car Bluetooth technology by car manufacturers meant BlueAnt needed to pivot. Utilising their existing technology and experience in design they began developing active audio products target at athletes and the fitness industry.
BlueAnt were again leaders, releasing the first ever wireless Bluetooth headphones. Kaliber Studio worked with BlueAnt to better position them within the active audio and lifestyle market, removing the communications device stigma and introducing a fitting positing statement and complimentary series of movement based images.
To achieve their goal of becoming a global name in the competitive active, lifestyle, sport audio products, they were after a big change to boost them forward.
With the BlueAnt product range being available in major retailers, it was essential to position the brand to compete with other major brands, whilst ensuring the design strategy was aimed at a specific target market.
Kaliber completed a brand discovery process to determine a new brand strategy for BlueAnt. We designed a new visual identity including an updated logo, a new descriptor and market positioning statement, style guide, new product packaging, branding elements, an icon set and multiple brand applications including press advertisements and video production.
The design solution ensured that the new identity would provide longevity to the BlueAnt brand and assist in moving the company in a new direction.