We design
for human 

experience

We design brands, spaces and experiences that get noticed and cut through the noise.

From brand identity and story to interior architecture, we translate business goals into meaningful worlds you can step into.

Blur the lines is an award winning design studio delivering full service brand and interior design solutions that don’t just look good - they work hard.

Our approach merges beauty with purpose and interaction with transaction, creating brands, spaces and experiences that strengthen awareness and drive results. You’ll find us where spatial and digital worlds collide – designing for brand, retail, workplace, hospitality, experience.

We blur the lines.

Connection to kiwi nostalgia at Auckland Airport

New brand and multi site retail interior design

Taking Napa Valley luxury wines to the world of travel retail

Store in store interior design for global brands

Comvita multi sensory store reimagines duty free shopping

Store in store interior design and digital experience

Designing a new brand world for Comvita anchored in purpose and meaning

Global Mānuka honey company Comvita wanted to connect their 50 year brand story with global consumers in a new way. Here’s the story of the new brand world’s we created including flagship store, store in store, immersive theatre experience, new premium products, displays, signage, motion graphics, photography, sound design, digital experiences and workplace design.

"I wanted to recreate the future of retail in a way that had never been done before to share the amazing story of Comvita with the world. Danielle and I had a meeting of minds and set out to reframe what a retail experience looks like and feels like”– CEO Comvita

TRUSTED BRAND PARNERSHIPS

“Creating unique brands and immersive world’s that customers can step into is my passion.

I’m a strategically driven designer, creating work that pushes the boundaries and communicates the most compelling and authentic brand story.”

DANIELLE BARCLAY
FOUNDER & CREATIVE DIRECTOR
BLUR THE LINES

  • "Comvita’s headquarters, founded in the 1970s, faced significant cultural challenges due to remote work during the pandemic. The redesign honours its origins while reflecting the global stature the company has achieved. The Jury praised the elegant transformation of Comvita’s workplace, which pays homage to its historical roots while adapting to contemporary needs. The design effectively addresses post-pandemic work dynamics with a focus on communal and co-working spaces, incorporating a material and colour palette that evokes nature and warmth. Well done."

    Comvita Paengaroa Workplace
    Best in Class award

  • “Danielle and her team added incredible value to Comvita through her strategic and creative thinking and ability to deliver projects. She raised the bar on what was possible creatively and technically across the full consumer experience realm and constantly delivered on her creative vision."

    Global Marketing Director - Comvita

  • “In a relatively short space of time, Danielle managed to completely overhaul how we implement customer brand engagement and experience within retail at Spark including the design and management of our new concept store family, store activations and improvement of general visual merchandising”

    Senior Marketing Manager - Spark

Recent Awards

Best Awards 2024
Comvita International Airport Store
Bronze Pin Spatial Colour Award

Comvita International Airport Store
Bronze Pin Retail Environments up to 150sqm

Good Design Awards Australia 2024
Comvita Paengaroa Workplace
Best in Show Architectural Interior Design

Comvita Paengaroa Workplace
Gold Winner Architectural Interior Design

NZ Retail Interiors Red Awards 2024
Supreme Award
Health and Beauty Winner
Innovation Excellence Winner
Digital Integration Winner
Comvita International Airport

We work with brands of all sizes, creating work that shares their stories with the world. If you have a project you’d like to discuss, please get in touch.