Cobras Brasil Rugby

To build the brand representing Brazil in the SLAR championship, we began by listening to the country’s main rugby communities. From the outset, we saw this as more than a sports brand. It is also a lifestyle brand that reflects the culture and spirit of Brazilian rugby. We positioned it around the idea of the “underdog,” creating space for those who do not identify with Brazil’s dominant soccer culture. This territory reinforces inclusion, a core value of rugby. In this sport, everyone has a role if they bring determination, daring, passion, and a strong sense of tribe, traits that now define the brand’s personality. Another challenge was to make the brand unmistakably Brazilian. Guided by our visual and verbal identity, we involved the people who wear the jersey most, the athletes. In a democratic process true to rugby’s values, players and community members co-created and chose “Cobras” as the team’s nickname and symbol. Rugby is still emerging in Brazil and is often overshadowed internationally, but it inspires deep passion. Our goal was to shift perceptions and show that this team is a real contender, one that cannot be ignored on the field. We then built the brand’s core assets. “Cobras” stood out as a strong and respected symbol, representing instinct, power, and Brazil’s natural diversity. The visual identity follows suit, with a bold, simple emblem shaped like a coiled cobra that echoes a rugby ball, ready to strike. The graphic system draws from the lines of a rugby field, while vibrant green, blue, and yellow root the brand in Brazil. Nature-inspired patterns add personality, culminating in the uniforms, where a cobra-skin texture across the jersey creates the effect of players camouflaged in the grass, like a cobra poised to attack.