The MAWSON'S identity utilises nostalgia and a sense of authenticity to stand out in a heavily saturated retail market. The brand endeavours to embody the scouting mantra of ‘always be prepared’ as well as the groups’ perspective of striving to become the best version of yourself. Textural lines run through print elements with the track-like designs referencing famous Australian hiking trails. A colour palette taken from native flowers is combined with natural brown paper to ensure MAWSON'S maintains a distinctly Australian flavour. The motif of hand-stitching is employed to reflect scouting achievement badges with stitched detailing providing a point of difference in elements such as the business cards and promotional wooden badges.