Welsh Rugby Union

If you can't play rugby for Wales this is the next best thing.

We were commissioned by the WRU to come up with an idea that would not only inform the aesthetics of the kit but would offer endless narratives for wider marketing collateral. Our 'Woven with Wales' concept brings added meaning, a sense of place and the opportunity to tell the personal story of each squad member. In addition it also allows the fans to get involved — Wales and the Welsh Rugby Union are, afterall, inextricably linked.

Brief—

In years past the WRU have been reliant on their sponsors, Under Armour, for the concept behind each new season’s strip. In 2017 the Union bought Smörgåsbord on board to introduce an added ‘sense of place’ and purpose to the kit. We were charged with coming up with a concept that would in turn inform a new kit design for the Wales national team.

Approach—

Wales itself was the foundation stone of our ‘Woven with Wales’ concept for the nation’s 2017/18 rugby kit. The shirt sees a return to the classic, minimal red and the design details reference the rich strata and topography of the nation — its landscape, culture and people. Wales and the Welsh Rugby Union are, afterall, inextricably linked.

Result—

On its release day the jersey became the fastest selling Welsh jersey in over ten years.

Concept

Woven with Wales

The core idea references the rich strata and topography of our nation — its landscape, culture and people. Wales and the Welsh Rugby Union are, afterall, inextricably linked.

Design details

The new shirt sees a return to the classic and minimal red base colour. The strata design details feature across the shoulder panels.

Geographical coordinates

Each of the players chose a location in Wales with which they had a special connection. The strata from this specific location was then integrated into their bespoke shirt as well as the coordinates themselves. A reminder of 'where it all began' and subsequently what enabled and drove them to play for their country.