12 Sep 2018

By: Sport Industry Group

A new visual identity for the Heineken Champions Cup has been unveiled, marking the brewery’s return as the tournament’s title sponsor for the next four years. 

London-based sports branding agency Designwerk won the brief to create the new visual brand on behalf of European Professional Club Rugby (EPCR).

The new work aims to integrate the Heineken brand with the power and energy of a tournament driven by global stars of the game.

Commenting on the creative process, Designwerk CEO Cristian Cook, said: “We looked closely at how a rugby ball moves through the air, and developed the concept using two separate spinning rings that spin together creating a turbine engine. 

“Particularly when animated, we were able to illustrate how the turbine winds up to generate immense power.

“It’s this energy that becomes the ‘Driving Force of Rugby’. When maximum velocity is reached there’s a flash of light, a star is born, and a champion formed."

The new identity is the product of an extensive strategic development process, which included stakeholder workshops and extensive market research, with an emphasis on ensuring the equity of both the Champions Cup and Heineken brands were balanced in the final identity.

The work will now be rolled out across all media, including the field of play, broadcast, print, social, ticketing and hospitality.

Designwerk’s work with EPCR adds to its credentials as the creative agency behind the Laver Cup, The Open, the recent 2018 European Championships, the Hammer pro-cycling series, as well as the last five UEFA Champions League Finals.