Mawson’s is an independent family owned Australian retail chain for outdoor adventures. It is a high quality, edgy and raw store, standing out of the market against competitors such as Kathmandu and Mountain Design. 

Thick skin is the concept for the Mawson’s brand identity. Thick skin implies experience age, wisdom and toughness in both people and nature, all of which encompass the philosophy of the Mawson’s store and products. Thick skin could be caused by scars, weathering the elements, ageing and life experiences. Like the layers of a mature tree, a well worn track or a weathered rock face. Soft, organic shapes have been used in the logotype to convey this brand. The use of green is gender balanced and directly relates back to both nature and Australia.