Sunshinegun has unveiled a new brand identity for Basecamp, ‘The outdoor lifestyle brand, owned by Agrinet’, repositioning it for the 90% of consumers who use outdoor gear not for hardcore survival, but for everyday adventure.
Backed by consumer research, the team recognised a growing segment of urban explorers – people who enjoy the outdoors as part of modern living, whether that’s hiking on the weekend, heading to the padel court, or enjoying a braai with friends. With these insights, they chose to move away from rugged survivalism, toward a more accessible, stylish, and modern lifestyle positioning. The result is a vibrant new identity that invites customers to ‘Rule the urban wilderness’.
Design for Daily Adventure
The new identity includes a logo inspired by the outdoors and shaped like a directional beacon – signalling movement, connection, and confidence. From this, Sunshinegun created a distinct icon that forms a flexible graphic device used throughout the brand’s visual language, including on products.
A standout feature of the new look is a shift from traditional category colours to a bold, high-visibility neon palette, bringing an energy that matches the modern outdoor lifestyle. This is complemented by custom illustrations that celebrate everyday figures enjoying Basecamp gear in city parks, festival fields, and community spaces. The illustration style is intentionally playful, dynamic, and different for the category.
Bringing the Brand Voice to Life
A key part of the repositioning was the development of a new tone of voice that reflects how Basecamp users actually talk and live. Instead of the usual motivational slogans, they’ve gone for something more local, laid-back and lightly irreverent. It’s more conversational and distinctly South African.
This fresh writing style runs through all brand communication, bringing personality and clarity to everything from product descriptions to social media captions.
A Modern Outdoor Brand for Modern Explorers
By helping Basecamp reimagine its identity, Sunshinegun has helped the brand create deeper connections with a broader community of users.