Have you looked at the Eberlestock line? many of them look like a normal hiking/camping backpack but they have a sleeve built into them for a rifle, and the sleeve can be rolled up and out of the way when the rifle is not in the bag. But its handy as you can leave a bolt action, lever action etc in the pack with the rest of your gear so all you have to do is grab the pack.
I think some of the more tactical versions can fit AR's and the like.
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