— PROJECT NAME

ALL BLACKS HOME/AWAY

KIT COLLECTION

— ROLE

Creative Direction

Graphic Design

Storytelling

— DATE

F/W 2016

For 2016, we were tasked with designing a new kit for the New Zealand All Blacks.

For a team with an iconic jersey like the All Blacks, the creativity and story has to come in the details. Therefore a bespoke fabric was designed and woven using a graphic that I created that was dubbed the “triaxle.” Inspired by structures of strength found in nature as well as the structuring of the iconic All Blacks fern, the triaxle pattern was designed to be both visually appealing as well as create a strength in the material that would help make the jersey the most technically advanced rugby jersey of the time.

For the away strip, we also worked on creating something that would shake the concept of what a traditional national rugby kit could look like. With an asymmetrical blocking approach and off-kilter logo placements, it gave the jersey a dynamic that was one of a kind.