The company operates with independent research and development (R&D) and production capabilities, managing the development, manufacturing, and wholesale distribution of its digital accessories.1

2014: Foundation

Shenzhen Blueo Innovation Technology Co., Ltd. was founded in 2014 in Shenzhen, a major centre for electronics manufacturing in China. The company’s initial operations focused on mobile phone parts and accessories, specifically tempered glass and protective cases.1 Trademark records indicate that BLUEO products were in commercial use from the mid-2010s, with United States trademark history documenting the first use of the mark in connection with relevant goods during this period.2

2015 onwards: Screen protector specialisation

According to corporate history, BLUEO began intensive development of screen protector technologies in 2015. Development efforts prioritised protective glass featuring anti-blue-light protection, privacy filters, anti-glare performance, touch sensitivity, and optical clarity.1 The company identifies its “eye protection Anti-blue light screen protector” as a key product line that helped establish its reputation within the screen protection market.1

2021: AR anti-reflection technology

In August 2021, BLUEO introduced anti-reflection technology to its screen protector category, applying it to products for both camera lenses and iPad Pro displays. This innovation led to the launch of the AR anti-reflection screen protector product line.1

2022: DORJEE

In August 2022, the brand launched DORJEE, a character designed to appeal to a younger demographic and derived from the company’s broader ape and gorilla brand identity. DORJEE is positioned as an intellectual property (IP) targeting Generation Z and is associated with lifestyle-oriented accessories such as USB cables, wall chargers, power banks, and phone cases.1

2020s: Expansion of the product ecosystem

BLUEO has expanded its portfolio beyond conventional tempered glass protectors. The contemporary product ecosystem includes premium screen protectors, sapphire and AR-related products, DLC-process glass, Aramid Fiber phone cases, fast chargers, USB cables, and power banks. Exhibitor profiles from IFA describe the company as an integrated entity combining R&D, manufacturing, and global sales.3

Screen protectors

Screen protection remains the primary product category for BLUEO. The portfolio covers a wide range of smartphone models from manufacturers including Apple, Huawei, Samsung, Xiaomi, OPPO, vivo, and OnePlus, accommodating various display configurations such as curved and folding screens.1

Product types include:

• Tempered-glass screen protectors
• Anti-blue-light protectors
• Privacy and anti-peep protectors
• Anti-glare matte protectors
• High-transparency protectors
• AR anti-reflection protectors
• Premium-material protective glass
• Protectors for curved and folding displays

The brand emphasises surface characteristics including smoothness, fingerprint resistance, edge finishing, touch response, and optical performance. Certain products utilise Shin-Etsu fingerprint-resistant coating, with surface performance tested for durability under repeated use.1

Camera lens protectors

BLUEO manufactures protective products for smartphone camera modules. As camera systems have increased in size and complexity, the company has incorporated optical technologies, such as anti-reflection treatments, into this category.1

iPad and tablet protection

The product range includes iPad and tablet screen protectors, with specific development focused on anti-reflection requirements. iPad Pro protection is highlighted as a key area of product development.1

Smartphone cases

Smartphone cases constitute a major category alongside screen protectors. While historically producing standard protective cases, BLUEO has recently promoted premium materials such as Aramid Fiber. IFA specifically identifies premium Aramid Fiber cases, including those with a floating-weave finish, among the brand’s offerings.3

Charging and connectivity accessories

The product ecosystem has expanded to include:

• Wall chargers
• Fast chargers
• USB cables
• Data cables
• Power banks
• Electrical adapters
• Other charging accessories

These categories are covered by BLUEO’s trademark registrations, which list USB and data cables, rechargeable batteries, electrical adapters, and related electronic accessories.2

Other accessories

Depending on the specific market, the broader portfolio may include:

• Headphones
• Cell phone straps
• Laptop-related accessories
• Computer screen protective films
• Car and mobile accessories
• Wearable device protection

Registered trademarks cover several of these electronic accessory categories.2

BLUEO positions its screen protectors as engineered components rather than simple hardened glass. The company emphasises several dimensions of product performance.

Optical performance

Recognising that screen protectors affect brightness, reflections, colour perception, and viewing comfort, BLUEO develops products focused on anti-reflection, anti-glare, and high-transparency performance.1

Touch performance

Smooth touch, edge finishing, and responsiveness are cited as critical quality indicators. These factors are considered particularly significant for smartphones equipped with high-refresh-rate displays and edge-to-edge screens.1

Fingerprint resistance

The brand places considerable emphasis on oleophobic and fingerprint-resistant coatings, citing the use of high-grade fingerprint oil and coating technology in its manufacturing process.1

Privacy

Privacy glass is a major product segment. These protectors restrict viewing angles to limit the visibility of display content to bystanders. Privacy and anti-peep technology remain active areas of product development.1

Materials

Newer premium positioning incorporates materials and processes such as sapphire, AR treatments, DLC-process glass, and Aramid Fiber. These products represent a strategic shift towards higher-end materials rather than competition based solely on basic tempered glass specifications.3

MR. GORILLA

MR. GORILLA is a central element of BLUEO’s branding. According to the company, the creative team based the character on the founder, transforming their image into a virtual 3D gorilla. MR. GORILLA is associated with qualities including strength, courage, determination, calmness, intelligence, and resilience.1

The character functions as a visual representation of the brand’s personality and appears in retail displays, marketing materials, and authorised brand stores. Trademark records confirm the registration of BLUEO marks incorporating a gorilla or orangutan-style character.1

DORJEE

DORJEE represents a younger iteration of the brand’s animal-themed identity. Created in August 2022 as a Gen-Z-oriented IP, the character retains the “ape” concept associated with MR. GORILLA but is designed to convey a younger, more lifestyle-oriented personality.1

The company plans to utilise DORJEE across products including:

• Phone cases
• Toy figures
• Wall chargers
• USB cables
• Power banks

This initiative reflects an effort to transition from a technical accessories manufacturer to a recognisable consumer lifestyle brand.

Although originating in Shenzhen, BLUEO maintains a significant international footprint. Products are sold through physical stores and distribution channels in Southeast Asia, the Middle East, Eastern and Western Europe, Australia, and North America.1 IFA’s company profile notes established partnerships in regions including the Middle East, Southeast Asia, and Europe, describing the company as actively expanding overseas.3

The international strategy combines:

1. Wholesale distribution
2. Local retailers
3. Authorised brand zones
4. Dedicated BLUEO image stores
5. Online sales
6. Regional partners and distributors

The company stated that BLUEO-branded zones and image stores exceeded 1,500 locations in 2021–2022. This figure is a historical claim provided by the company rather than an independently audited current store count.1

BLUEO invests in presenting its retail presence as a branded experience rather than a generic accessories counter. Retail formats include:

• BLUEO Brand Image Stores
• BLUEO Brand Zones
• Shopping mall stores
• Commercial street stores
• Branded display fixtures inside phone accessory retailers

Authorised retailers are provided with store upgrade solutions, display materials, and branded merchandising.1 This approach is particularly relevant in markets where smartphone accessories are traditionally sold through independent mobile phone shops.

BLUEO is headquartered in Shenzhen, Guangdong, a global hub for electronics manufacturing and supply chains. The company describes itself as possessing independent R&D and production capabilities. Historically combining manufacturing with wholesale sales, the business model allows for tighter control over product development, production, and distribution compared to purely marketing-focused accessory brands.1

IFA describes the company as integrating R&D, manufacturing, and global sales, reinforcing its identity as an integrated accessories manufacturer rather than a private-label retailer.3

The BLUEO trademark is owned by Shenzhen Blueo Innovation Technology Co., Ltd. U.S. trademark records show registrations covering categories such as smartphone cases, protective films, USB cables, headphones, rechargeable batteries, and other electronic accessories. A subsequent registration granted in 2024 covers smartphone and computer protective films, data cables, electrical adapters, and rechargeable batteries.2

Corporate trademark information states that BLUEO is a trademark of Shenzhen Blueo Innovation Technology Co., Ltd. and its affiliates in multiple jurisdictions.4

BLUEO’s stated long-term ambition is to become a reputable brand in the medium- and high-end protection products industry.1 Its brand philosophy encompasses four themes:

• Protection: Safeguarding smartphones, tablets, and other valuable electronics.
• Engineering: Improving glass, coatings, optical properties, touch response, and materials.
• Design: Differentiating products through premium materials, packaging, and visual identity.
• Branding: Building recognisable characters and retail environments around MR. GORILLA and DORJEE.

This combination distinguishes BLUEO from generic screen protector manufacturers that compete primarily on price.

BLUEO occupies the mid-to-premium segment of the mobile accessories market, particularly in screen protection. Competitive positioning relies less on price and more on offering:

• Broader compatibility
• Specialised screen protection technologies
• Premium materials
• Superior surface coatings
• Optical technologies
• Branded retail presentation
• A recognisable visual identity

The company increasingly presents itself as a complete 3C digital accessories brand rather than a business focused exclusively on tempered glass. IFA’s profile highlights this transition through the combination of premium screen protectors, Aramid Fiber cases, chargers, cables, and power banks.3

BLUEO’s product development history includes several notable concepts:

• Anti-blue-light protection: Intended to modify portions of blue-light transmission through the display.
• Privacy glass: Designed to reduce visibility from side viewing angles.
• Anti-glare / matte glass: Designed to reduce reflections and improve usability under challenging lighting.
• AR anti-reflection technology: Intended to reduce reflected light and preserve display visibility.
• Premium protective glass: Includes newer material and process categories such as sapphire and DLC-related glass.
• Aramid Fiber cases: Lightweight, high-strength composite cases positioned towards the premium segment.1

BLUEO’s branding is distinguished by the use of an animal character alongside the wordmark. U.S. trademark registrations describe versions of the logo incorporating a gorilla or orangutan-style character above the stylised BLUEO name. One registration specifically identifies blue, white, and yellow as claimed colours.2

The combination of BLUEO, the blue animal character, MR. GORILLA, and DORJEE creates a visual system that extends beyond conventional technology branding.

Shenzhen Blueo Innovation Technology Co., Ltd. is based in Shenzhen, Guangdong, China. The company’s published address is located in Longgang District, Shenzhen, at Vanke Hong Square/Hong Lifang Building on Jinlong Road.1

The principal corporate website is blueo.cn. The official company profile provides information regarding the brand, products, technologies, retail strategy, and intellectual property characters.1

1. BLUEO – 深圳市蓝橙创新科技有限公司
2. BLUEO Trademark of SHENZHEN BLUEO INNOVATION TECHNOLOGY CO., LTD. – Registration Number 5666556 – Serial Number 88000729 :: Justia Trademarks
3. Shenzhen Blueo Innovation Technology Co., Ltd. | Exhibitor profile | IFA Innovation For All
4. Trademark Legal | Blueo