France Rugby
A full rebrand of French rugby around its iconic symbol, the rooster—blending heritage and modernity to elevate France Rugby on and off the pitch.
- BRAND
- Research & insights Brand strategy Visual identity Brand architecture Naming
- ExpErience
- Merchandising & licensing Hospitality Signage Brand spaces Event protocole
- DigitalSince 2019
- SoMe
The pride of the rooster
Since 1905, the rooster has embodied the spirit of French rugby. Redesigned for clarity and strength, it now leads a renewed identity for a bold, committed, and widely loved rugby culture.
The visual system is rooted in the scrum—a symbol of collective force. The custom “France Rugby” typeface combines angular power with fluid energy, bridging legacy and modern impact. At Marcoussis, the National Rugby Centre has been transformed into a “Playful Rugby” hub, energized with vibrant colors, immersive graphics, and an inclusive tone. The merchandising strategy, divided into Fan, Heritage, Lifestyle, and Kids lines, makes the brand part of everyday life.
This ambitious rebrand spans digital and physical touchpoints, redefining the Federation as a brand of excellence, pride, and emotion. A transformation that inspires unity and sets the course for the future of French rugby.