PROJECT / 003

BANDIT RUN CLUB

A community running concept built around movement, culture and The Biltong Bandit.

CREATIVE DIRECTION / COMMUNITY / ACTIVATION / CONTENT

CAPE TOWN / SOUTH AFRICA

2026 / COMMUNITY PROJECT

CONCEPT / CREATIVE DIRECTION / COMMUNITY / ACTIVATION / CONTENT SYSTEM

Bandit Run Club poster combining the skull emblem, BANDIT and RUN CLUB lettering, runner photography and event information.

CONTEXT

Giving the brand somewhere to move.

Bandit Run Club began as a way to extend The Biltong Bandit beyond product and retail.

The idea was simple: create a running community that felt connected to the brand without becoming another conventional branded fitness club.

The challenge was to make it feel culturally relevant, visually distinctive and easy for people to join.

THE DIRECTION

Old West × New City.

The creative direction combined the visual language of the Bandit brand with contemporary running culture, Cape Town streets and a more editorial approach to community content.

Western references, route graphics, grain, movement and bold typography gave the club its own identity while keeping it recognisably connected to The Biltong Bandit.

The tone remained inclusive and deliberately relaxed: movement first, performance second.

Through the City route poster: orange route mapping, distance, elevation and meeting information.

01 / VISUAL SYSTEM

A system that could move between poster, route and recap.

The identity needed to work across invitations, route information, social content and event communication without becoming repetitive.

Rather than relying on one fixed template, the system used recurring elements — typography, skull imagery, route mapping, technical information and grain — to create consistency across different formats.

CREATIVE DIRECTION / VISUAL SYSTEM / CONTENT DESIGN

02 / RUN + ACTIVATION

Turning the visual language into something people could join.

The posters were not created simply as campaign graphics.

They carried practical information — route, distance, elevation, meeting point and timing — while still feeling part of the wider Bandit visual world.

The strongest proof of the concept came when that communication turned into actual participation and the designed system moved into the street.

CONCEPT / EVENT COMMUNICATION / ACTIVATION / COMMUNITY

Three runners moving through Cape Town streets, with grain, motion blur and urban context.

Bandit Run Club editorial recap using running photographs within the community communication system.

03 / COMMUNITY

From a run into an ongoing point of connection.

The visual system continued after the event through recap content, photography and community communication.

That allowed the club to document participation while building a recognisable culture around movement, shared experience and the wider Bandit brand.

The relationship between running, coffee, product and social interaction became as important as the run itself.

CONTENT DIRECTION / COMMUNITY / BRAND ACTIVATION

OUTCOME

A brand extension with a life of its own.

Bandit Run Club created another way for people to experience The Biltong Bandit beyond a product purchase.

It connected the brand to movement and community through a format that could live across physical events, social content and collaborations.

The project also demonstrated how a simple community idea can become a repeatable creative and activation system when the identity, communication and experience are developed together.

Runners gathered around a café table with coffee, The Biltong Bandit packs, a skull-branded cap and surrounding social context.

ROLE / CREDITS

AM.STUDIO / Dominic Hutchison worked across concept development, creative direction, visual communication, community planning and activation.

Photography and selected creative execution involved collaborators where applicable.

Bandit Run Club was developed as a community extension of The Biltong Bandit.

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