Badlands

Badlands, a Sydney-based retailer of firearms, hunting, and outdoor gear, sought to update its outdated brand to reflect its broader product range and evolving audience.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.

The rebranding successfully positioned Badlands as Sydney’s go-to destination for hunting, firearms, and outdoor gear. The updated identity reflects the store’s expertise and expanded offerings while maintaining its roots in the outdoor and firearms communities. The result is a polished, cohesive brand that appeals to a broad audience, from beginners to experts, and reinforces Badlands’ authority and passion for the outdoors.