Championing Australia’s No.1 sports retailer 

Super Retail Group

Hulsbosch repositioned the Rebel brand to be 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.

Be your personal best 

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.

An entire consumer experience 

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

Project Scope

Research and analytics
Brand strategy and positioning
Brand portfolio and architecture
Identity design
Logo creation
Messaging and tone-of-voice
Employee engagement
Brand guidelines
Implementation and roll out
Digital design
On air graphics
Brand campaign


Create Design Awards 2012: Brand Identity

‘Rebel presented a challenge to the team at Hulsbosch and we have to say we were delighted with their proposal – the reverse “e” was a masterstroke.’

Peter Birtles
Group Managing Director and CEO, Super Retail Group

‘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