Chelsea FC: Junior Blues rebrand by LoveGunn Studio

Client: Chelsea FC
Date: Mar 2019
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London-based brand and design agency, LoveGunn has rebranded Chelsea Football Clubs’ global youth proposition, Junior Blues.

Following in-depth research and workshops with Chelsea's youth supporters,

LoveGunn created a dynamic digital brand that engages young fans and offers them exclusive access to Chelsea Football Club. Taking inspiration from other popular gaming and entertainment platforms, the new Junior Blues identity brings Chelsea's youth proposition into the 21st Century with fun experiences, videos, behind the scenes content, exclusive competitions and access to their favourite players.

Along with a bespoke new typeface and colour palette, LoveGunn created a 'Supergraphic' background inspired by the logo's evolution to punctuate Junior Blues content alongside a suite of bespoke illustration of players, mascots, emojis and animation. The new identity creates an exciting new platform which is both playful and engaging for a youth audience of savvy digital natives.

Deliverables include: Strategy Workshop, Strategic Repositioning, Brand Manifesto, Naming, Logo Mark, Visual Identity, Bespoke Typeface, Colour Palette, Illustration, Animation, Video, Social Media Assets and Website Skin.


Christian Gunn, Managing Director, LoveGunn

Tom Love, Creative Director, LoveGunn