Kick JNR
The Brief
The vision of Kick JNR is to act as the younger sibling to Kick Academy - a community-focused soccer academy that upholds the importance of play and setting kids up for an active life. A new standalone brand identity was needed to fit within Kick Academy’s brand system, but with its own distinctive youthful spin.The Solution
The Ruck team was involved from branding and strategy, through to content and web UX/UI design. But with an audience group under 7 years, a key expression of the brand was the non-digital space - a physical presence where Kick JNR could come to life in front of these little athlete’s young eyes.To bring the brand to life for this 7 years and under age group, Ruck created physical, tactile brand elements for kids to wear, play and interact with.
Through player uniforms, personalised jerseys; shorts; and socks - the kids become mini-brand ambassadors, proudly displaying their kit inside and outside the venue. The brand presence extends to soccer balls, stickers and merchandise such as beanies and hoodies.
Key to Ruck’s approach with the brand strategy was using a developmental framework aligned to the Australian Physical Literacy Framework, to enable coaches, kids and parents to track their progress with custom stickers and include tips and advice from illustrated brand characters ‘Coach Robbie’ and ‘Hungry Bag’.
Services
