Championing the No.1 sports retailer


Rebel Sports briefed Hulsbosch to reposition the business as Australia's premium sports retailer of choice. Rebel's key business objectives were to grow market share with a renewed focus on connecting with its female demographic and cementing brand loyalty with its existing customer base.


The new brand identity is both distinctive and inspiring. The word ‘Sport’ was dropped from the identity taking advantage of the high brand awareness enjoyed by the Rebel name, while the flipped ‘e’ intends to communicate healthy competition and the idea of one’s personal best. The brand program has a strong focus on clear, simple and confident messaging translating to a relevant and inspirational brand offer.


stores have received the new look


Brand executions cover the entire consumer experience including point of sale, instore signage, instore graphics, uniforms, shopping bags and loyalty programs. The national roll out is ambitious with 150 stores having received the new look and plans for a further 545 stores to open in the coming years.


Create Design Awards 2012 Brand Identity

The full case study

"Hulsbosch created a relevant and emotive brand revitalisation program that is in line with our strategy to grow the business and provide our customers with an innovative consistent brand experience."

Erica Berchtold, Managing Director
Rebel Group Limited