Case Study: Bath Rugby reignites its brand with Mr B & Friends

Bath Rugby reignites its brand with Mr B & Friends in one bold rebrand

The customer, Bath Rugby, was suffering from an identity crisis common to English rugby clubs, making them a tired and unremarkable brand that risked losing its unique edge. To grow and attract a new audience, they partnered with the vendor Mr B & Friends for a comprehensive rebranding project that included brand identity, strategic positioning, messaging, and video production services.

Mr B & Friends created a bold new identity for Bath Rugby that celebrated its past while unleashing the spectacle of modern-day gladiators. The solution included a charismatic tone of voice, a confident color palette, and art direction that captured the club's ferocity and grit. This new positioning, built around the concept of being "Built Different," successfully reinstated the visceral experience of rugby and provided a platform to excite and grow the fanbase.

Bath Rugby