As an ex-rugby player, a great deal of designing the brand Portugal Rugby was to revive the values that make this sport special.
In the brand, the five shields represent Portugal and the team spirit. The elliptical shapes around the shields reflect the game dynamics.
The posters, designed to promote the game amongst youngsters in schools, used iconic images expressing the brand claim “Um ensaio para a vida”. In Portuguese, when you score a try in rugby that is named “ensaio” which also means rehearsal. Therefore the translation reads like “a rehearsal for life” which embodies the formative benefit of the sport.
A few years later, the brand name evolved from Rugby Portugal to Portugal Rugby to further emphasize the national factor.