New Zealand Rugby (NZR) has unveiled new brand identities for two of its national teams, the Black Ferns and All Blacks.
The change is designed to capitalise on growth in women's rugby and strengthen both teams' global appeal.
The brand identities were created by Re, part of M+C Saatchi, in close collaboration with NZR.
Each of the identities have elements in common, allowing the brands to stand seamlessly side-by-side, as well as individual
elements that allow the teams to maintain their distinct voices.
The refresh represents the next evolution for the All Black and the Black Ferns, while respecting the unique heritage of both," said Kerry McKenzie, General Manager Brand and Marketing, New Zealand Rugby.
"This work comes off the back of a large discovery phase. Input was sought from current and former players, coaching staff and cultural advisors to make sure we truly understood and represented the needs of the All Blacks and the Black Ferns.
"We ended up with a brand that allows them both to shine.
"Both teams have their own powerful legacies, and this refresh allows us to respect where we came from while moving into a new era.”
Re managing director Ben Harrison said the agency had a great relationship with New Zealand Rugby.
"We are proud to have helped design and launch the NZR+ platform, and it’s a privilege now to be able to give the Black Ferns and the All Blacks the brand tools to set them up well for the future."
A key objective of the rebrand is converting an audience of international followers into more deeply engaged fans of both teams.
Research shows over 100 million people worldwide were open to following the All Blacks and Black Ferns, but only a fraction of those actively did so outside of New Zealand.
The rebrand helps international audiences connect with both the men's and women's programs more seamlessly, and create an engaged fan base across the world, all while keeping Aotearoa/New Zealand at the heart of the identity.
Social media following (including Instagram, Facebook, Twitter/X, TikTok, and YouTube) of the All Blacks has grown steadily to about 11.8 million followers today from 8.7 million in 2021.
While starting from a lower base, the Black Ferns has grown to more than 880,000 followers from 237,000 in 2021.
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