Refining Blueair’s brand
and product strategy
Blueair is one of the world’s leading providers of indoor air purifiers, helping people improve indoor air quality at home, at work, and in
everyday life. With products designed to remove airborne pollutants and allergens, Blueair supports healthier indoor environments
through a combination of performance, ease of use, and Scandinavian inspired design for both B2C customers and B2B partners.
Challenge
The assignment was to refine Blueair’s brand and product strategy and define how to
approach a fast growing market for air purification. A key part of the task was to sharpen
the differentiation between Blueair’s product ranges so that the brand could
communicate with greater clarity, consistency, and confidence across both internal
and external touchpoints.
Results
New positioning elements were developed to support the Blueair brand, including an
overall brand proposition used primarily in communication toward retailers and
distributors: Breathe Blueair.
In addition, specific positioning was developed for each of the three product ranges.
This became the foundation for an updated visual identity designed to add energy,
excitement, and impact while retaining Blueair’s clean, minimalistic design.
The result was a global rollout of an updated logotype and a renewed visual language that
supports Blueair’s brand values as friendly, concerned, positive, and upbeat. The refined
system helps put people in control of their air quality and wellness while making it easier
to understand the differences across the product portfolio.
Brand proposition, Blueair product ranges
Key outcomes included:
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Improved clarity and differentiation between product ranges.
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Stronger global consistency across brand touchpoints, supported by a structured set of guidelines.
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Faster adoption across markets through a clearer system and practical tools for implementation.
