The Rugby Company
Building a luxury sports brand that was ‘Born of Rugby’
The Rugby Companywww.therugbycompany.co.uk
Staak was chosen to assist a fledgling company find its feet in the most competitive of fields.
For a luxury garment, packaging is not merely a method of housing and protecting the product, it’s an opportunity to introduce some theatre, to reinforce the quality of what’s within and to arouse the senses with different textures.
Every jersey is delivered in a (reassuringly heavy) rigid-walled giftbox. The recipient will first see the griffin glimmer before them as the spot-gloss emblem catches the daylight, they will then find a small pull-ribbon, which upon lifting, releases the magnetic closure hidden beneath.
At this stage they’ll be greeted with a collector’s kit comprising of a certificate of authenticity as well as some other surprises you’ll only ever discover if you become part of The Rugby Co. family and treat yourself to an order.
Finally, with the ‘paperwork’ out of the way, patterned rose-gold tissue paper bound with a wax seal surrounds your hand-crafted jersey delivering a luxury experience you would expect from a couture fashion house.
“We don’t see positions, we see brothers.
Each yard of this hallowed turf we earn as one.
Every sinew screaming in the scrum, every tackle
we gladly absorb so the ball remains moving,
so we remain moving.
All this because we are Born of Rugby.”