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GREEN BAY PACKERS
NFL RIVALRIES BRANDING CONCEPT
LAMBEAU LEGACY
The Packers are the NFL’s most unique franchise as well as one of it’s oldest and most historic. The league’s smallest market boasts a legacy few can compete with. Since 1921, Green Bay and it’s players have built a legacy as the winningest team in NFL history, including 9 NFL Champhionship and 4 Super Bowls. From Lambeau to Lombardi, Starr, Favre, and Rodgers. All-time greats have forged their legacy in Green Bay.
The Lambeau Legacy concept aims to honor the unique history of the Packers by creating a convergence between the past and the present, drawing from a century of rich history and the thousands of players who built Green Bay's legacy as one of the most improbable success stories in sports.
THE UNIFORMS
The Colors:
A new, lighter green color emulates the exterior of Lambeau Field. Pairing green with a muted gold and silver accents contributes to a classic feel inspired by Art Deco trends of the early 20th century. Reflective silver symbolizes the Lombardi Trophy, the NFL’s ultimate prize named after Green Bay’s greatest coach.
The Details:
The Helmet: Matte Green finish, features the Lambeau Field logo rather than the Packers Classic G. Metallic gold stripe runs down the middle to reinforce the art-deco inspiration. The metallic silver facemask pairs with details on the jersey.
The Jersey: The new light green jersey follows the classic packers feel with a classic twist. The shoulder stripes are inspired by the signage for the original Packers home from 1925 - 1956, City Stadium. The number font comes from the 1923 classic uniforms, with an added metallic silver outline. The Nike shoulder logos also are metallic silver.
The Pants: The pants match the Jersey with a green base, a metallic silver Nike mark, and a single gold stripe that matches the helmet.
THE REVEAL
For the reveal package, our goal was to capture the uniqueness of Green Bay compared to the rest of the NFL. As the only NFL team owned by the fans, situated in the smallest NFL city by far, the Packers have a truly original feel compared to the rest of their competition. We wanted "Lambeau Legacy" to feel like a chance for the current players to build on the legends of the past and claim their own special spot in the lore of the Packers.
We decided to pay homage to the “neighborhood” feel and the Wisconsin roots. Each reveal graphic showcases the uniforms as part of the collage of memorabilia and merchandise that a die hard sports bar would have. The current players are framed amongst iconic photos, former legends, and more Packers collectibles.
GAME WEEK
The Game Week graphics package continues to play on the physical theme and the throwback feel, including film photos of top moments, retro stickers, ticket stubs, and more. The in-game presentation frames the current action - literally - to play on the theme of creating the next chapter of Packers legacy.
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