Project Overview

American Rebel is a publicly traded lifestyle and patriotic brand — American Rebel Holdings, Inc. (OTC: AREB) — known for its safes, concealed carry gear, apparel, and American Rebel Light beer. Since 2022, Born has been the company's go-to brand and creative partner: in practice, its outsourced brand department, working directly with the CEO and COO. Every mark, package, wrap, ad, ticket, banner, deck, and website across the American Rebel world came through Born.

That breadth is the point of this page. American Rebel isn't a logo project or a website project. It's one brand system that has to hold together on a beer can, the side of an NHRA funny car, a trade-show booth, an investor deck, a concert stage, and four websites — and Born built all of it.

The Ecosystem: Four Sites, One Brand System

American Rebel doesn't live on one website. It lives on four, each built by Born to the same system and each doing a different job:

• American Rebel Beer — americanrebelbeer.com
  The flagship brand site for America's Patriotic Beer: campaign storytelling, beer locator, merch, media kit, and the investor pathway.
• American Rebel Beer Shop — shop.americanrebelbeer.com
  The direct-to-consumer store that ships American Rebel Light to fans' doors, with age verification and compliant fulfillment.
• American Rebel Holdings — americanrebel.com
  The corporate front door for American Rebel Holdings (OTC: AREB) — safes, Champion Safe, concealed carry, press releases, and Invest.
• Andy Ross — andyross.com
  The founder's site: music, tour dates, the American Rebel Beer tie-in, and the AREB story.

What Born Has Built for American Rebel

Brand Identity & Systems

• Identities and usage guides for American Rebel, American Rebel Light, Andy Ross “The American Rebel,” and divisions like American Rebel Concealment
• Type, color, and mark systems designed to carry from a can to a car to a trade-show wall
• The style guides every vendor, printer, and partner works from

Packaging, Product & Retail

• The American Rebel Light can, 12-pack and 6-pack packaging, and retail displays
• Product renders and POS displays for the safe lineups, concealed-carry gear, and apparel
• Merchandise — hats, tees, tanks, koozies — and the packaging around it

Vehicles, Race & Tour

• The Andy Ross tour bus wrap and the 2A car
• American Rebel Light NHRA liveries and race-weekend creative — Matt Hagan's funny car, Leah Pruett's dragster, the drag bike — plus race banners and track signage

Advertising — Digital & Print

• Campaign creative from the Founding Fathers films to “Only Beer We're Drinkin' Round Here” and Rebel Up
• Print ads for concealed carry and safes, press art, and social cover creative
• End-to-end funnels across email, SMS, Meta, Google, and influencer outreach, with media buying and creative strategy

Events & Experiential

• Event tickets, event signage, race banners, and show banners
• Trade-show booths for safes and concealed carry, and the stage creative for American Rebel Beer Presents Andy Ross — from launch events to Kid Rock's Honky Tonk in Nashville

Investor & Corporate

• Investor strategy, investor decks, and the American Rebel booklet
• Pitch decks and business cases for fundraising, distribution, and retail expansion
• The AREB investor storytelling that runs across every property, from the funny car to the footer

Content, Social & Video

• Social content, reels, product shoots, and event and race-weekend coverage
• Campaign video and founder storytelling with the CEO, tied into seasonal and media campaigns

Website Design & Development

• Designed and built the four-property web ecosystem across CMS-driven sites and hosted e-commerce storefronts
• Migrated hosting infrastructure and CDN for speed and reliability
• Integrated reviews, e-commerce, product CMS, age verification, compliant alcohol shipping, custom animations, and scalable layout systems

Executive-Level Strategy

• Advised the CEO and COO directly on brand architecture, market analysis, and positioning
• Proposed and launched new business arms (e.g., the Beer division), building launch strategies from the ground up

Objectives

• Unify and Breathe the Brand
  Align American Rebel's brand across all product verticals (safes, beer, apparel, soft goods) while preserving its patriotic, freedom-first identity.
• Drive Brand Awareness & Market Penetration
  Launch new product lines and grow brand visibility across digital, retail, and traditional marketing efforts.
• Create a Scalable Marketing System
  Build a full-funnel strategy to support recurring campaigns, original content, and platform-wide performance.
• Support Sales with High-Impact Assets
  Build sales tools, websites, pitch decks, collateral, and in-store materials to fuel B2B and B2C sales growth.