BrandOpus rebrands 86-year-old walking charity, Ramblers

Global brand consultancy, BrandOpus, designed a new brand identity for UK walking charity, the Ramblers, to attract more individuals to the pleasures of walking. The rebrand aims to drive a more meaningful and positive narrative for the organisation.

For the past 86 years, the Rambler’s mission has been to expand and protect the places people love to walk in and promote the idea of walking for pleasure. This includes removing physical and legal barriers to walking, in addition to tackling social barriers, such as green equality, as well.

The rebrand comes at a time when the country, post lockdown, is looking to the outdoors to get fitter and boost wellbeing. BrandOpus was tasked to reframe the Ramblers brand to appeal to wider recreational walkers, whilst still maintaining existing loyal memberships. To compete with several other local groups, the brand also needed to sit under one clear and compelling visual expression that could flex across all touchpoints from digital to comms.

The new identity is based on a clearer narrative and rooted in the idea of ‘opening the way.’ This is translated in the visual identity through a paper-cut that crafts an open ‘R’ path, symbolising that anyone can create their own way through the landscape. The refreshed colour palette of earthy tones, complemented by a rounded typeface, aims to appeal to walkers by emulating the outdoors and bringing the active characteristics of the Ramblers to life.

Ellen Munro, creative director of BrandOpus, says, “We set out to open up the Ramblers to a wider audience by bringing an open path into the identity. The refreshingly bold identity system not only champions all the wonderful campaigning work that the Ramblers does, but also provides a welcoming and open way for others to join. The paper-cut style extends to the layouts, typographic treatment and iconography, and when set in the naturally vibrant colour palette, creates an open and energetic Ramblers."

In addition to unifying the group’s and nation’s logos, BrandOpus also rebranded the ‘Walking for Health’ initiative to the ‘Wellbeing Walks.'

“BrandOpus has transformed the Ramblers brand, setting us up to move from being perceived by many as a lifestyle club for walkers, to presenting ourselves as an inclusive vibrant community unified by an important cause. Not only did the agency unite our charity under a single brand framework, but they also brought a level of vibrancy to how we showcase the pleasures of walking and we’re delighted to share it with the world,” says Carol Flint, head of brand at the Ramblers.