A bold new look for Europe’s premiere club rugby competition

The supporting graphic language is inspired from rugbys lateral passing of the ball. The cuts and ridges that move through the pattern at different angles create a negative space that give the star movement. Used widely across communications, the graphic language visualises the power and speed intrinsic to rugby.

Every aspect of the Heineken Champions Cup has been considered, from internal alignment to external messaging.

The process included extensive strategy, which lead to us reframing the brand narrative. Internal alignment and stakeholder relationships were carefully managed to ensure justification and validation at each step of the process.   

Bold, fresh and dynamic. To realise the extent of the brand required a multidisciplinary approach. The touch points are extensive, from digital and broadcast to poster campaigns and event dressing – there were a lot of movable parts.

We created a brand identity and campaign that celebrated 25 years of the Heineken Champions Cup, bringing its history and heritage to the fans.

The platform we created is cohesive and adaptable, for use by both the competition and the clubs, allowing them to implement their own unique versions. By celebrating the Cups past, the platform also increased awareness and inspired people to watch and attend further fixtures.

The diagonal devision of the 25 mark created a striking visual device that allowed for adaptability and instant recognition across the communication platform. Immortal legends of the game fill one side, whilst the other can be used to promote upcoming fixtures.

The flexible approach allows the campaign to be targeted to specific clubs, regions or countries, where the player or colour can be swapped out to capture the relevant audience.

This campaigns flexibility even allowed for Heineken to create a series of ’25 Memorable Moments’ videos for social media.

The 25 Campaign strove to honour the past winners of the competition and to remember the ‘Legends’ of the game. Despite the disappointment of fans not being present in the stadiums, we used the opportunity to adorn the seat covers with a timeline of the previous 24 finals. It created a truly memorable spectacle for those watching on television, whilst increasing brand presence.

Marseille 2020: The highlight of the season.

To showcase the Finals and hype Marseille as a destination, we created a brand that celebrated the culture of the host city, using typographic detail that referenced classic travel posters. It conjured a feeling of nostalgia and escapism, and reiterated Marseille as a holiday destination.

Due to the global pandemic, the Marseille Finals have been postponed to 2021.