Umbro reboots packaging range

Umbro will launch redesigned packaging across all its products globally next January, designed by Tucker Clarke-Williams, for a five-figure fee.

The football specialist is also gearing up for the July launch of a new boot called Xai which will rival Adidas’ Predator Precision. An Umbro spokesman declines to confirm the name of the boot but says it will retail at a similar price to the Predator Precision: £120.

As well as the packaging job, which Tucker Clarke-Williams won as part of a competitive pitch, the consultancy is in talks with Umbro about designing a CD-ROM and creating in-box communication for the new boot. The story of the development of the technology of the boot will be told on the packaging.

Umbro marketing services manager Helene Hope says, “We are redesigning our packaging because our current approach has become too fragmented and it is time for a revamp. Also, this is a continuation of the process we began last year where we unveiled a new corporate identity.” The identity revamp was done by Springetts. The redesigned packaging will also apply to Umbro’s own-label products.

The first phase of designs has been signed off and Manchester group Tucker Clarke-Williams is now looking at packaging issues, developing a communication system and applying Umbro’s brand message to its product range, according to its director of operations Alistair Sim.

“There are lots of issues around how Umbro branding will work across a number of price points and packs. There is different packaging for different levels of products – such as a shin guard – from entry level to professional level. The packaging needs to reflect this,” says Sim.

“We are also developing a communications system and a brand consumer message which can be applied, for example, to swing tags. This will sum up what Umbro wants to communicate and can be applied to the whole product range, but be customised for each product,” he adds.

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