News / Graphic Design

Smörgåsbord creates concept for new Welsh rugby shirt inspired by the landscape of Wales


The new rugby kit for the Welsh Rugby Union for the 2017/18 season has been unveiled designed around a concept developed by Cardiff and Amsterdam-based agency Smörgåsbord. Woven with Wales is inspired by the topography of the country and the history of the game in the country.

“Each shirt is unique, incorporating geographical contour lines of significant locations that have shaped the history of the sport,” says Smörgåsbord. “They include the birthplace of the WRU at the Castle Hotel in Neath, the Principality Stadium in Cardiff and the ‘milltir sgwar’ (or ‘home patch’) of each international player.” The shirt will be worn by the team for the first time during the forthcoming autumn international test matches and will be used until the 2019 World Cup in Japan.

Smörgåsbord’s creative director, Dylan Griffith, said, “Our design puts Wales at the very heart of the kit. 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.”

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.”

Smörgåsbord has recently been nominated for the Beazley Designs of the Year at the Design Museum for its multifunctional brand identity for Wales created earlier this year. Creative director and founder Dylan Griffith will be sharing insights into the project at this month’s Nicer Tuesdays.