Cobras Brasil Rugby

About the project

COBRAS: the new face of the brazilian rugby.

Create a new brand that represents the Franchise of Brazil in the SLAR championship and make rugby grow in knowledge (awareness), attractiveness (for new generations) and relevance.

An immersion with studies and interviews with the rugby community in Brazil. From those, we understood that our brand goes beyond the sports universe: it is about lifestyle.

Our searches also showed a growth potential to rugby in a niche segment: the underdogs. Our brand was designed to occupy the space for those who don’t identify with soccer.

Concept Idea

There a challenge of tropicalizing the sport. For this, we rely on our visual and verbal identity guidelines. Here the athletes co-created and elected the COBRAS (snakes in portuguese) as the new nickname and symbol and as a union of the words collaboration and Brazil.

To highlight the brazilian brand, our patterns take texture, strength, vibration and color that reflect our culture. To reinforce the fearless spirit of the players, we have created a tone of voice that is as potent and astute as our style of play.

With this new move. We believe that Rugby has everything to turn the game around in Brazil. To become champion, fever, fashion, passion.

Team:

Made with: Interbrand São Paulo
Creative Director: Sergio Cury
Design Coordenation: Leandro Strobel
Visual Identity: Carlos Teles
Verbal Identity: Pedro Kastelic and Giovanna Marques
Brand Strategy: Luana Alahmar and Amanda Villas-Bôas
Motion Graphics & Brand Video: Carlos Hakim
Photos: ⓒ BastianBeta