Participation in Rugby is increasing and with it the audience for related consumer products has widened. The RFU wanted a new packaging system to support a diverse licensing programme. Skew took an umbrella approach and delivered a modular system that can be used for core, vintage and premium applications. As well as producing new packaging, Skew conducted a root and branch review of the England Rugby style guide assets before developing a consolidated core style guide that updates their applied graphics and product development. 


Applied graphics

Product concepts