Stoke

Background
“Tukuni” (too’koo’nee) means Legend in the Fijian language. The expression is reserved for selected stories, passed down through generations. Legendary stories are part of Pacific Island custom, and – similarly – the stories of heroes have long been part of rugby’s traditions.

Rugby player Waisale Serevi is truly one of the world’s sports legends.

Since his 1989 debut for Fiji, Serevi has captivated the world with his skills, balance and staggering pace. His skill and dedication led Serevi’s squad to unprecedented success, including Serevi’s record of seven Rugby World Cup appearances and two Rugby World Cup 7s Championships. Along with numerous Hong Kong Sevens and Commonwealth Games titles, the Serevi name is iconic in its association with the game of rugby worldwide.

Today, as the acknowledged “King of Rugby,” Serevi remains the second-leading points scorer in international rugby’s history.

Challenge
Across North America rugby is growing at an astounding rate. Preceding its return to the 2016 Olympics, rugby is increasingly featured in national media, including the collegiate championships and 2011 Rugby World Cup on NBC/Universal. The Economist recently featured rugby as the fastest growing team sport in the country, with 40% growth in just four years. The USA’s Sporting Goods Manufacturers Association said that 750,000 Americans played rugby in 2009 which is over 20% more than in 2007.

Accordingly, Serevi relocated to Seattle, forming a new business to realize the opportunity for rugby in the United States.

Serevi’s challenge was to create a brand and business strategy that introduced his rugby legend to the vast U.S. sports market, while finding commercial opportunities from his interests and influence in the sport.

Working with Stoke, the Serevi Rugby brand was founded as a platform to include:

• Youth Player Development Camps & Programs
• Branded Apparel – Performance and Casual  
• Coach Development
• High Performance Academies
• Licensing
• Media – Print, Digital & Social
• Speaking & Endorsement

Outcome
Stoke developed a brand position to establish Serevi as the embodiment of the rugby ethos, celebrating the unique cultures of rugby and the Pacific Islands:

As in life, rugby is full of contrasts and paradox: Brutal physicality and graceful artistry. Complexity and simplicity. Camaraderie and tribalism. For people who play rugby, there is no contradiction that the same people they battle are the same they befriend. Because they share a joy for rugby. We call this spirit – The Joyful Warrior. And we see it embodied in Waisale Serevi – a man of ordinary size, from a tiny island nation, who quite simply captured the world.

Acknowledged by international players and the rugby media as the "King of Rugby," the design of Serevi's crown logo was inspired by south seas royalty. The horizontal stripes/bands in the crown echo the stripes of Fiji's iconic rugby uniform.

The contrasting black & white colors represent the incredible contrasts inherent in rugby: at once both structured & improvised, with ferocity & fellowship; power & touch; opponents & brotherhood; tribal & universal. Serevi's brand represents this contrast: What we call, the spirit of "The Joyful Warrior."

The crown's prongs suggest traditional canoe paddles, acknowledging the voyaging traditions of pacific island people.

In some applications, Serevi's crown appears atop the Roman numeral "VII" – as the insignia for Serevi's prowess in rugby 7s.

Additionally, our design language frequently has secondary design elements of "Tatau" –  tattoo patterns indigenous to Tongan, Maori, Samoan and Fijian traditions.

The comprehensive brand program includes Web site, tradeshow exhibits, social media program and media relations program. In partnership with Turnstyle, Stoke also designed a complete line of casual apparel and on-field performance-wear, including shorts, shirts, hoodies, hats and jerseys. The products launch in late-2011 in online and specialty sports stores.