Garbett: Branding for The Practical Man
Sports retail loves noise — wall-to-wall logos, sale tags, performance clichés. The Practical Man arrived as the antidote: a curated destination for men’s sports style and fitness, stocking a tight edit of the world’s leading activewear, equipment and editorial content. The point isn’t range, it’s the edit.
Garbett’s job was to give that idea a visual language. Working across strategy, identity, guidelines, signage, web, campaign and packaging, the Sydney studio built a system that, in their words, “expresses their unique perspective on men’s performance style.” It’s a confident, direct identity — and it holds together from shopfront to screen without ever shouting.
About Garbett
Garbett is a Sydney-based design studio specialising in brand identity, art direction and image-making. Co-founded by Paul Garbett, the studio builds on enduring, effective outcomes and long-term, trusting relationships with its clients and collaborators — work driven by a conviction that design should make things better, easier and more delightful. That ethos shows here: nothing gimmicky, just a brand system engineered to last.
Garbett: Branding for The Practical Man
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