Smörgåsbord designs a topographic concept for fresh Wales Rugby Union kit

Following the request of the Welsh Rugby Union (WRU), Welsh design agency Smörgåsbord has created a fresh concept design for the official 2017/2018 Wales Rugby shirt, named ‘Woven by Wales’.

Woven by Wales was inspired by the topography of the country and incorporates contour lines that make up the landscape around significant Welsh locations, such as the birthplace of the Welsh Rugby Union at the Castle Hotel, the first rugby match in Lampeter and one of the founding clubs in Bangor.

Following its work in developing a contemporary, multifunctional brand identity for Wales, Smörgåsbord has been nominated for the prestigious Beazley Designs of the Year at the Design Museum.

The concept design for the new WRU shirts will be displayed at the Beazley Designs of the Year exhibition this autumn, and the winners to be announced in January of 2018. See the nominees here.

“Our design puts Wales at the very heart of the kit,” says Smörgåsbord creative director Dylan Griffith. “The new shirt, which sees a return to the classic minimal red design celebrates the places, people and stories that have shaped Welsh rugby and in doing so brings the heritage of the sport to life for the current generation of Welsh rugby followers.”

The shirts are manufactured by Under Armour and feature a classic red design in addition to the new concept. See the new launch kit transition from "strata to shirt" in this video.

Each shirt is unique by which significant contour it includes, but together the uniforms tell the story of the history of rugby in Wales.

Lee Bailey, head of partnerships at the WRU added: “The unique topography design on the shoulders, which maps out the landscape of the country, will help support the connection our fans have with the teams wearing the iconic red jersey.”

The new kit will be modeled by the WRU players in October as they set out to face Australia, Georgia, New Zealand and South Africa in the Under Armour Series, beginning on November 11.

Smörgåsbord is an independent creative agency located in Cardiff and Amsterdam that specializes in branding, strategy, art direction, broadcast design, motion design, editorial design and content creation.  The agency has worked with Red Bull, MTV and Hyundai.

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