Rugby Lions: Identity

The Rugby Lions are one of only 3 teams in England permitted to wear an all-white strip, with England and Rugby School being the others.


With the club under new ownership, a  refresh was needed to breath life into a tired and dated brand.


The rampant Lion was streamlined and redrawn into a new club crest to allow for consistent reproduction across all media.


As part of the initiative to attract a younger audience back to the club, an new away shirt incorporating a new, stylised lion was designed. The new shirt design was so well received, the new Lion graphic was adapted and used throughout the club.


Badge redesign

Lion graphic illustration
Away shirt design






Shirt design







Related Projects


Tottenham Hotspur FC kit launch



Miscellaneous Identities



Newcastle United FC kit launch


Simon Parrott


+44 (0)7776 184973