Isogeometric shape optimisation has been studied for over a decade. The present contribution focuses on applying this approach to aircraft engine blades design by integrating geometric description, structural analysis and shape optimisation in a single industrial framework. Starting with stacked cross-sections of the blade geometry as an input, we construct a B-spline analysis-suitable volumetric model of the blade, ensuring its geometric accuracy and parametrisation regularity. Using the multi-level approach inherent to Isogeometric Analysis, we perform structural shape optimisation with the same geometric representation of the blades in the analysis and optimisation; the final optimised model being directly CAD compatible. Several self-adjoint problems are addressed using gradient-based optimisation with full analytical sensitivities that are obtained in a compact form thanks to the isogeometric framework. Examples of interest are solved using suitable industrial loading cases and objective functions. The results demonstrate the efficiency of the method and its relevance for industrial aircraft engine blades design and optimisation.