BlackWolf is a staple in the wild. The challenge? Modernising their brand for a new generation while keeping loyal campers onside.
The Challenge
For more than 25 years, BlackWolf has been known for premium outdoor products trusted by adventurers across Australia. But research revealed inconsistencies in how the brand was perceived and represented, creating a need for a clearer, unified identity. With ambitions to connect with a younger demographic while retaining its loyal customer base, BlackWolf turned to OOTS to refine its strategy, positioning, and visual identity – and establish itself as the go-to premium outdoor brand on a global scale.
Our Approach
We began with research and competitor analysis to identify opportunities and define a clear creative brief. The goal was to modernise the brand while retaining the equity built over 25 years, ensuring the refresh felt like an evolution rather than a departure. Multiple logo concepts were developed, balancing heritage with progression, then tested across real-world applications – from product tags and packaging to backpacks and shelf displays – to guarantee versatility and recognition at any scale or format.
Once the final mark was chosen, we built a practical style guide covering logo usage, colour palette, typography, graphics, and packaging templates. Designed as a working toolkit, it empowered BlackWolf’s team, suppliers, and retail partners to roll out the brand consistently and confidently across every touchpoint, setting the stage for a refreshed identity that feels modern, trusted, and built to last.
The Results
The result is a revitalised identity that feels modern yet familiar. The simplified logo preserves recognition while introducing fresh energy, supported by a bold colour palette that captures both vibrancy and Australiana. The updated brand reflects the premium quality of BlackWolf products, strengthens shelf presence, and positions the company for growth in new markets. With the rollout underway, the refreshed brand ensures BlackWolf continues to stand out as a leader in outdoor adventure gear.
