Ramblers

Walking has long been a source of freedom, connection, and wellbeing, but as more people embraced the outdoors, the Ramblers needed to evolve to widen its appeal to a broader audience. Our bold rebrand transformed them into an inclusive movement, uniting communities and inspiring everyone to explore the joy of walking.

Although walking has surged in popularity as a way to boost wellbeing, the Ramblers have been championing the activity for over 85 years. Their mission has evolved from removing physical and legal barriers to tackling social challenges like green equality. Faced with the need to appeal to a broader audience while maintaining loyalty among existing members, the Ramblers required a unified, compelling identity across all touchpoints.

We transformed the Ramblers from a lifestyle club into an inclusive, vibrant community rooted in the idea of ‘opening the way.’ A bold, papercut-style ‘R’ path symbolizes freedom and individuality, while an upbeat earthy colour palette, bespoke ‘RuckSack’ typeface, and papercut illustrations bring warmth and energy to the brand. Inclusive photography showcases walkers from all paths of life.

The rebrand unites hundreds of local groups under one cohesive identity and repositions initiatives like ‘Walking for Health’ as ‘Wellbeing Walks,’ aligning them seamlessly with the Ramblers’ mission. This refreshed identity redefines the charity as a dynamic movement, inspiring everyone to embrace the outdoors and the joy of walking.