Rebranding a Classic

How to tackle an aussie legend

Reading Time3 mins...

Tackling an iconic brand can be a daunting task; especially when thousands will wear it on their chests next to their beloved football club! However it’s that energy that we channelled into the design, the same energy footy players channel on the field. This is what we call forward momentum and this is the foundation of Classic's new visual identity.

How to tackle an aussie legend

The Challenge

Classic Sportswear has been on-field since 1936 and has a big legacy in NRL as well as other  sporting codes. Facing the challenges of digital transform and growing competition Classic needs a new identity that pays homage to the past but propels them into the future.   

How to tackle an aussie legend
How to tackle an aussie legend

The Idea

The design centres around the concept of forward momentum. The forward momentum players generate when they push for a try. As well as the forward momentum of the business. This balances against the heritage of the brand, we want this rebrand to feel like the Classic.  

How to tackle an aussie legend

The Results

Classic’s new identity combines heritage and momentum. Even though this is an entirely new design the identity still feels like Classic Sportswear. 

How to tackle an aussie legend
How to tackle an aussie legend
How to tackle an aussie legend
How to tackle an aussie legend
How to tackle an aussie legend
How to tackle an aussie legend
How to tackle an aussie legend
How to tackle an aussie legend
How to tackle an aussie legend
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