Opinion BY Armin

Follow-up: Rebel

I originally posted about Rebel in the B-Side on Monday, which I thought was an interesting redesign but there wasn’t much info about it. At the end of the day I had more info. To recap who Rebel is: Established in 1985 with a single store in Bankstown, NSW, Rebel — retailer of sporting and leisure equipment, apparel and footwear — now has 90 stores across Australia with over 4,500 employees and by the end of 2017 they aim to have over 180 stores open. The new identity started appearing in November and now is in full swing. It was designed by Sydney-based Hulsbosch and the retail store and interiors by neighboring firm McCartney Design.

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Opinion BY Clinton Duncan

Like a Virgin

Virgin Blue is (was) an Australian budget airline and yet another in the huge range of Virgin businesses around the world. Following the appointment of John Borghetti as Virgin Blue’s new CEO, Hans Hulsbosch, of the eponymous Hulsbosch Design, was named Creative Director for the airline. Thus began a 12-month transformation process away from budget and towards a “full-service” airline, culminating in new branding and the rename to Virgin Australia.

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Opinion BY Clinton Duncan

Drill, Baby, Drill

Masters is a new home improvement big-box store being launched by Australia’s leading supermarket chain, Woolworths in collaboration with the American chain Lowe’s. It will open with 150 stores kicking in at 13,500 square feet each. Interestingly, the category killer for home improvement in Australia, Bunnings, which Masters seeks to challenge, is owned by Woolworth’s rival and close second place in the supermarket space, Coles. So the competition couldn’t be more intereting. To create the new name and identity, Woolworths turned to Sydney-based Hulsbosch, who also designed the branding for Woolworths in 2008 (reviewed here on Brand New).

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