Rugbytots started in a park in Surrey. By 2015 it had grown to become an international franchise operation with over 40,000 children taking part each week. But ambitions to grow further were being hampered by branding and marketing materials that had become tired. It was time to substitute them for ones with fresher legs!
The Rugbytots logo and ‘Artie’ character were well liked but lacked finesse. In particular, the logo struggled for clarity on dark background – and, in black in white, Artie looked naked!
Rugbytots positioned themselves as ‘The UK’s first rugby-specific play programme for young children’. While accurate, this was a bit of a scrum of a sentence. In other countries, the line would change to say “France’s first..”, “Australia’s first…” and so forth, but this meant that Rugbytots always appeared to be a national entity, not an international one.