Mawson's:
Equipped for Adventure

Mawson’s is a new Australian adventure store that is competing head on with Kathmandu and Anaconda.

To give the retail chain a unique Australian feel, it has been named after the resilient adventurer, Sir Douglas Mawson.

The brief required a custom designed logotype and this was created around the theme of directions. The angular shapes in the letterforms have been developed to show the many points that you can go all over the world with equipment from Mawson’s.

A striking colour palette was chosen in relation to the stars of the milky way and the directions that the stars provide to the adventurous traveler.

Mawson's Catalogue & Loyalty Card