Context

Bristol Rugby is a club primed for progress.

With solid backing and a raft of impressive new signings, Bristol Rugby is on the up.

The club came to Mr B & Friends, who redesigned the Bristol Sport logo in 2014, ready to rebrand Bristol Rugby under the new name of Bristol Bears. The new brand seeks to appeal to a wider audience base and provide a character for the fans to get behind, as other top-flight sports teams around the world have done so well.

Create

Bear in mind, bear in spirit.

While focused on achieving results at both a national and European level, Bristol Rugby’s commitment to the surrounding community remains paramount, with a 27,000-seat stadium and the development of a new training facility, dedicated to developing local talent.

Inspired by the club’s determination to take the community on its journey to success, the figure of the bear is one that’s fiercely protective of its family and its territory. The bear also represents strength, fearlessness and discipline, just as the players do on the field. With coach Pat Lam at the helm and a young team hungry for success, the club is waking up to a new beginning, almost as a bear rising up out of hibernation.

Rising as one.

It was important that the brand inspired existing supporters while attracting a new generation of Bristol Rugby fans. The campaign mantra of #TogetherWeRise calls for strength in numbers and for supporters to pull together to back the team as it rises to power.

“To create an identity that conveyed Bristol Bears’ fierce ambition, we knew that it needed to have real attitude and be symbolic for the next generation of fans. With a strategy that positioned the team as emerging to challenge the modern game, the creative team designed the bear emerging into the light – rising for a new beginning with intent.”

Steve Richardson, Executive Creative Director, Mr B & Friends
Brand in Action

Developing a brand that roars with success.

The new brand also had to provide a consistent identity to be used across commercial and marketing assets so, alongside the marque, the agency visualised a range of brand in action assets, as well as advising and creating designs for the home and away kit.

The tone of voice we’ve created hones in on the energy, pride and commitment that the players and the club exudes. The message is as clear as a bear’s roar – Bristol Bears are a team to be taken seriously.

bristol-bears-shirt

“The team at Mr B & Friends has worked alongside us to develop the Bristol Bears concept. I believe it epitomises the strength, power and ambition for the club as we set our sights on achieving sustainable success. We believe the Bristol Bears brand will open up new markets – both domestically and abroad – as we embark on an exciting new chapter.”

STEPHEN LANSDOWN
FOUNDER OF BRISTOL SPORT
Results
4,600

Season card sales in month 1 (new record)

18%

Under the age of 25 (season card sales)

22%

New supporters (season card sales)

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