Stadium branding for Eagle IPA at the Bedford Blues.

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Sports sponsorship branding and venue signage at Bedford Rugby Club for Charles Wells.

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Having transformed the Bedford Blues stadium branding for Charles Wells’ continued sponsorship five years ago, Bonfire was again commissioned to refresh the scheme as part of the Eagle brand’s own design revolution. 

The concepts and designs we created wanted to celebrate the deeper connection between the brand and fans, particularly as Charles Wells’ Eagle sponsorship of the Bedford Blues went back decades. Eagle was therefore not just a sponsor; it was a fan too.

Bonfire took the bold decision to evolve the Eagle away from its traditional colours of red and green to two shades of blue. 

These two colours were the same shades of ‘Oxbridge’ blue that had formed the Bedford Blues’ kits since the club’s foundation in 1886.

With the palette determined, we introduced halftone imagery of legendary players in action which not only gave the designs dynamism, but also ensured longevity as the playing squad changes over the expected life of the campaign (five years).

By tailoring key messaging with ‘Eagle….with you’ to branding opportunities around the ground, we were able to demonstrate how Eagle was there for every kick, run, tackle, scrum, lift and try – just as passionately as every supporter in the ground.

Included in the main stand overhaul was a highly visible exterior hoarding that runs the full length of the main stand along the main road. 

A longer, more emotive ‘Eagle….with you’ statement was created here to capitalise on the anticipation many fans feel on their way into the ground and cementing their association with the brand.

As well as the main stand, we updated all key areas of stadium livery including the stadium clock, members’ clubhouse exterior and ticket office, ensuring all key touch-points were covered to embrace and promote the unique historical relationship between these two local icons.

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Rebranding led to a wholesale refresh of the Eagle brand.

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