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Rebel Sport Identity
Project type
Identity Look & Feel
Rebel Sport is an iconic sports retailer in New Zealand and Aus. The time had come to refresh the brand to better reflect its sporting and retail roots with boldness and to own each channel - rather than just another outlet.
The idea centres around sporting lines and boarders found in most games. A backboard, rugby field, swimming lanes, football field, tennis - the list goes on. This created a great opportunity to house the logo, make the word mark shout, and sit within its own field, backboard or pool shape – totally part of the sports it caters for.
A complete refresh of imagery, typography, logo mark and visual comms has brought a new energy and a 'future proofed' simplicity to the brand.
