Aramis Rugby is a rugby sports manufacturer based in the United Kingdom, holding various patents for rugby equipment. The goal for the rebrand was to elevate Aramis’ presence among other sport merchandise manufacturers. Aramis is an innovator in the industry and wants to break the mold of being a “supplier”, by honing into the warrior aspect of rugby players while paying homage to the Aramis musketeer, the rebranding reimagines Aramis as a confident player. The layering of texture, referring to how dirty and rough Rugby is, and graphics, such as heraldry shields, on the imagery create a bold dynamic image. The pop of green contrasts with the blue and orange, representing the wisdom and expertise in rugby equipment and passion for rugby, conveying the energy and life that breathes the spirit of rugby.

The logo is a dynamic "A" with the counter forming the illusion of a hand holding a rugby ball. This motion emulates a rugby player running with a ball, particularly as rugby players run across diagonally to be able to pass behind, Aramis being the player.

Throughout the branding, the use of staggered headers signifies branded content and refers to how rugby players shift across the field, running in a diagonal direction. For the typography, I selected Erbaum as the header typeface as it conveys the strength and sturdiness of a rugby player.