Rare develops branding for RugbyRoos junior rugby to help release the hero in every kid

RugbyRoos is a junior rugby program developed by Andrew Forrests’ Minderoo Group and designed to build the game of rugby as a sport from the grassroots level, engaging with kids of all ages and their parents to increase the numbers playing the sport.

“At its heart the program is very much about teaching kids to grow up strong, confident and resilient, using rugby to teach them important life skills,” Rare Director of Account Service Simon Stewart said. “And with its unique development programs, including an introduction to safe tackling, RugbyRoos is safe and a lot of fun for kids.”

Rare was engaged to develop a brand strategy, positioning, brand execution and website for RugbyRoos.

“Everything we did revolved around the proposition ‘there’s a hero in every kid’, which was developed following a brand strategy and engagement process with the Minderoo team,” added Stewart. “The logo itself is heroic, and we developed three characters to show that kids of any size, shape, gender or ability can take part in the program.”

The program was launched last Friday night when The Western Force took on Fiji in the first game of the new World Series Rugby.

Rare 

Design Director : Enrico Bettesworth

Illustrator :  Will Schorer.

Writer : Steve Brown

Group Account Director : Simon Stewart

Strategist : Richard Beards

Junior Account Manager : Eva Syahrul 

Account Executive : Damien Del Borrello

Digital Design Manager : Monique Gordon

Digital Designer : Shir leen Low

Digital Account Director : Simon Cruthers

Digital Junior Account Manager : Kellie Boyer

Minderoo Group Marketing team

Emily White

Tina Mash