Sports retailer Rebel Sport has been given a new brand identity by Hulsbosch.

The brand program will be implemented into its retail and online operations. It aims to increase Rebel’s market share of its active sports enthusiasts, to grow its female demographic and to cement brand loyalty with its existing customer base.

The word ‘Sport’ has been dropped and the ‘e’ in the world ‘Rebel’ has been flipped with intentions to communication healthy competition either against another person and/or oneself to promote the idea of personal best.

“As an established 27 year old business it was important to identify the values of the Rebel brand and the core assets inherent in its graphic identity. With this understanding, we worked on the idea of being the best you can and applied this as a brand attribute that carried meaning and relevance through to its customer base,” Jaid Hulsbosch, Hulsbosch director, said.

All aspects of the shopping experience in Rebel will be revamped including point of sale, in-store signage, in-store graphics, uniforms, shopping bags and loyalty programs.

“Rebel’s new look stores and identity articulates our commitment to becoming Australia’s leading and most inspiring sports store destination,” said Erica Berchtold, Rebel Group managing director.

“Hulsbosch has implemented a relevant and emotive brand revitalisation program that is in line with our strategy to grow the business and provides our customers with an innovative and consistent brand experience across all brand touch points.”

The first of its newlook flagship stores has opened in Sydney’s northern suburb of Brookvale. Hulsbosch worked alongside McCartney Design who was responsible for the new store fitout.

There are also plans to implent the new identity and store design in Westfield Bondi Junction; Canberra Centre, Canberra; Fountaingate, Melbourne and at the Macquarie Centre, Sydney site by the end of 2012.

The national roll out of the brand program will see 130 stores with the new design by 2016 and a further 55 stores opened by 2017.

To watch a video about the transformation, click here.