Umbro sports edgy packs by Love

Umbro launches packaging designed by Love across 56 international markets this month, as part of a major brand review at the 80-year-old football marque.

The work, which will be applied across more than 100 products ranging from womenswear to the core football offering, will be in evidence in British markets in the run-up to Euro 2004.

The company is hoping to move the brand away from its current positioning – based around grass roots football – and appeal to an audience of 14 -to 18-year-olds, says Umbro international communications manager Helene Hope.

‘We’ve been around for a long time and there’s a perception that we’re a bit old fashioned. The packaging aims to rejuvenate the brand and make it more appealing to the youth market,’ says Hope.

‘Football remains our chosen sport, but we’re interested in being considered in the lifestyle area as well,’ she adds.

Love creative director David Palmer says the updated visual style reflects this move and packaging now features graffiti-style graphics, ‘more urban’ in their feel.

‘The approach instils a bit of attitude and rawness in the brand,’ he says. ‘Umbro realised it needed sexier packaging with a bit of attitude if it wants to own the football market and compete with uber-brands like Nike and Adidas.’

The work will also be applied to point-of-sale material in stores. Manchester group Love, which has worked with Umbro in the past, was appointed without a pitch on the strength of its previous work in the youth sector.