New Umbro packaging tailored by Love

Sportswear manufacturer Umbro is retracing its roots in tailoring with a new range of packaging designed by Love.

The Manchester agency has created various gift boxes, header cards and swing tickets employing brown box-board, red and yellow cards, illustrations, quirky copy and fabric neck labels all stitch-sewn together in Umbro red.

It is part of the Nike-owned sportswear firm's bigger plan to rekindle its brand heritage. The company was founded in Manchester in 1924 by two tailors, the Humphrey Brothers, and claims to have invented the concept of “sportswear and sports tailoring” as we know it.

This football season Umbro has manufactured heritage-style kits for England and Manchester City based on the tailoring theme. The new packaging forms part of this ongoing brand development work.

“Everything we do should, in some way, serve to amplify the tailoring meets football message," said Love's creative director, Dave Palmer.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.