Rebel is a specialised sporting retailer and an integral part of the Super Retail Group. Commencing in 1985, the brand has grown to have 160 stores across Australia. Rebel encompasses a full spectrum of sporting supplies, from a casual enthusiast to serious athlete. In July of 2017 it was announced that all Amart Sport stores would be converted in Rebel outlets, with plans to open more than 40 new stores over the next 5 years. The Rebel brand has undergone a comprehensive rebrand, to align with the continually evolving sports market. As part of the rebrand, their 97 retail stores required new internal and external signage for branding and promotional purposes.

Our rebrand solution

The Media & Signage team continued their ongoing partnership with the Super Retail Group, to deliver the internal and external signage for the nationwide rebrand of the Rebel stores. The project required the manufacture of a broad range of signage including;

• Fabricated lettering
• Illuminated
• Category signage
• Promotional

This also included the implementation of the new Rebel Fit branding into some of the existing sites. Our product innovation team have worked closely with Rebel on their Fit brand implementation, through the development of progressive signage solutions. As the industry begins to steer away from neon from a functionality and safety perspective, the look is still highly sought after. The team prototyped an encased LED rope lighting which gives the look of neon but has a greater longevity and is safer for installers and consumers. The prototype was successful and has been rolled out into all new stores with the Rebel Fit brand.

Results and feedback

The team has been providing a comprehensive management solution for Rebel’s new and existing stores throughout the rebrand roll out. In a recent move to further solidify their standing in the sports retail market, Super Retail Group opted to migrate all existing Amart Allsports stores to the Rebel brand. The CV Media & Signage team have delivered comprehensive services for the rebrand, including site audits and inspections, manufacture and print of all signage and installation. The project has seen the update of over 60 stores both internally and externally.  Due to the scale of the project, the team had to ensure all timelines were met, and ensure the delivery of quality and consistent signage design.