All Blacks & Black Ferns

Two icons, standing side-by-side.

The All Blacks and The Black Ferns are two of the most iconic brands of the sporting world. They’ve got respect on and off the field, and the scoresheet to back it up. They command a legion of fans at home and are admired around the globe.  But nothing in sport lasts forever. Since rugby went professional in the late 90’s there are more contenders for the throne. And in a modern entertainment landscape, the game has big competition for attention.

How do we harness the astronomical growth in women’s rugby, and put both teams on equal footing? How do we capture the essence of both iconic teams as distinctive brands that can show up far beyond match day? And finally, how do you convert international admiration into active fandom?

We do it by embracing the power of black. 

Services:

Brand strategy, identity design, motion

Embrace the power of black

At the heart of the All Blacks and Black Ferns are two powerful forces. Firstly, it’s a wholly inclusive spirit for players and fans alike. Māori, European, Pasifika and other cultures all make up one united team. No matter your background, body shape or gender, you can be welcomed into the world of rugby, and become part of an unbroken legacy that stretches back over 100 years.

Secondly, it’s a relentless drive to be better. The teams embrace an inspiring commitment to excellence in every detail, a drive to innovate the game, and leave a legacy of placing the black jersey in higher standing for those who come next.

We call this embrace the power of black—the essence of the Black Ferns and All Blacks, an invitation to fans around the world to feel a part of it, and a challenge for us all to be that little better.

Let there be black

Black is instantly recognisable in sporting codes across New Zealand, and rugby is no different. Black has a mystery, just like our teams. But for black to have form, there needs to be light.

That’s why while keeping black as the core; we’ve introduced three secondary colours to bring added depth and dimension. Warm white reflects mystique and legacy and updates the traditional black-and-white palette of the team. Green is for growth and renewal, it evokes the abundant nature of New Zealand as well as the grassroots movement within the sport. And purple acts like stadium lights; a nod to the entertainment factor, originality, and inclusivity.

The fern in new dimensions

The silver fern holds a special significance in New Zealand Rugby. First worn on the men’s jersey in 1905 it symbolises strength, resilience and enduring power. And it’s immediately recognised all over the world.

As one of the teams’ most powerful assets, it needed to be elevated in a way that gave the fern the respect and gravitas it deserves—while bringing the fern back to the forefront of not just the logo but the brand as a whole.

The 3D fern helps advance the legacy. The texture resembles carbon fibre—strong but light, delicate but with an edge. Rendered in 3D; the new device helps capture light, move fluidly and gracefully, and become a hero asset that is unmistakably New Zealand Rugby.  

Chisel gets an upgrade

Since 2006, Chisel has been the typeface of both the men’s and women’s rugby sides and is most well known as a feature in their logos. It’s weighty, bold and a core part of the brand.

But to give the brand a newer sense of energy and nimbleness, we’ve introduced two new weights. They can be used on their own, together for more dynamism, and even elevated further in motion.

A new voice for the brand

As individuals; the All Blacks and the Black Ferns are deeply humble, down-to-earth realists. The challenge was to define how they spoke as a brand—to reflect the near-religious status of fans, the great achievements they’ve had and are yet to reach, and a touch of that classic Kiwi cheekiness. It all comes together for a brand voice that helps to capture being witness to two of the greatest sporting teams on earth.

Lifting both teams together

All over the world; women’s sport is getting more respect, more excitement, and more fans than ever before. And with a recent world cup win on home soil, the Black Ferns are doing exactly that.

As they begin to turn up more and more in the same spaces as the men’s team, it was crucial for both the All Blacks and the Black Ferns to feel like they were on equal footing—while still making sure they keep their own big personalities. It needed a unified experience that would influence everything from brand architecture, to naming, sponsor activations, merchandise and more.

As a result, each team shares the same core design system, but they express themselves in different ways, allowing both brands to sit side-by-side while still capturing what makes them both so special.

Bringing fans closer to the experience

The All Blacks and the Black Ferns can count on the fans that bleed black back home. But these are teams that have their sights set on the world. The brand was designed to capture the passion of fans, help them connect with the game, and even see a little more of themselves in it.