Over 30 businesses in the beautiful Martinborough Wine Village celebrated rugby with food, wine and beer during the 2017 Lions Rugby tour. This new event needed a brand and marketing material that appealed to the visiting rugby fans from the United Kingdom and Ireland, to entice them from Wellington.
We created a family of rugby players, one from England, Ireland, Scotland and Wales. We played each of the countries stereotypes as the target audience are over here to have a laugh, happy to take the piss out of themselves. The illustrations have exaggerated facial features and play with proportions to accentuate big rugby player chests. Each character uses the team colours while all being part of the overall brand.
The logo features a sporting team inspired monogram. This gives a nod to the history of the sport, especially with rugby being a gentleman’s sport in the UK. It also perfectly translated to the rugby shirt uniforms we created for all participating staff.