Blacks is a leading UK outdoor retailer in the UK, specialising in quality outdoor wear and equipment.

With the appointment of a new CEO, the retail brand needed a fresh identity to reinvigorate its presence and stay competitive. Collaborating closely with senior management and drawing insights from research data, I was tasked with developing a brand identity that embodied the company’s ambitious new vision.

The result was a bold, modern logo featuring a graphic element that symbolised both a mountain peak - honoring the brand’s outdoor heritage - and an upward arrow, representing growth and ambition. This identity was successfully rolled out across nationwide stores, reinforcing the brand’s renewed direction and market positioning.

Work created at Blacks Leisure Group