Australian outdoor retailer, BCF, has unveiled a new brand evolution, developed in collaboration with global marketing, advertising and design company, 72andSunny.

This evolution is a fresh iteration of the 'BCFing Fun!' platform, designed to inspire Australians to engage more with the outdoors.

The brand evolution will permeate all aspects of BCF, from in-store experiences and employee engagement to CSR initiatives, sponsorship activation, and social, retail and brand advertising.

This approach aims to create a cohesive brand message and experience, reinforcing BCF's commitment to outdoor activities and lifestyle.

Nick Boyden, General Manager, eCommerce and Marketing at BCF, described the process as 'enormously fun and collaborative'.

“This isn’t just a campaign, but rather a movement that our whole organisation is excited to get behind. We’re looking forward to inspiring outdoor legends all over Australia to go and get out there and enjoy ‘That BCFing Feelin’!’” he said.

Andy Flemming, 72andSunny Creative Lead, also expressed his satisfaction with the collaboration, hinting at 'exciting times coming.'

Boyden further added this is the "next stage in our BCF journey and there’s plenty more to come".