Branding Campaign

Badlands, a Sydney-based retailer of firearms, hunting, and outdoor gear, sought to update its outdated brand to reflect its broader product range and evolving audience. The original brand, blending tactical and hunting imagery, no longer fit the store's new direction. The challenge was to reposition Badlands as Sydney's top destination for outdoor enthusiasts, moving away from a "gun shop" image. We worked with Badlands to create a polished, expert-driven brand that appealed to both newcomers and experienced enthusiasts. The new identity, "The Ultimate Hunting HQ," positioned Badlands as a welcoming hub for exploration, learning, and gearing up. The visual design used earthy tones and clean typography to convey both ruggedness and expertise.