JAGUARES RUGBY
Client
JAGUARES
Discipline
IDENTITY & OUTFITTING
Roles
RESEARCH & INSIGHTS
COPY WRITING
PRINT AND PATTERN
TYPOGRAPHY
LOGO DESIGN
BRANDING GUIDELINES
CLIENT COMMS
DEVELOPER COMMS
Jaguares Rugby of Argentina came to us looking for a new identity system that was based more in the NFL aesthetic than in the traditional European rugby style, they wanted to be viewed as more intimidating and aggressive.
We wanted to focus the future of the identity on the hunting habits of the jaguar.
They are NIGHT HUNTERS.
Logo Update
The updated crest features an attacking jaguar showing its teeth with intent to harm.
Creating a unique typeface for the team we looked to the speed curve of the jaguar head and used that as the base for our serifs and counters.
Uniform Design
I created a bespoke jungle print that creates the shadows cast by the moon on the back of the jaguar as it stalks its prey at night. The away kit represents the eye of the jaguar piercing through the night.
NIGHT HUNTER gripper as a narrative element for the athlete to feel inspired.
Silohette of the head used in training to not distract from the task at hand.
*WORK DONE AS AN EMPLOYEE OF NIKE INC