Project: This is Boca
Boca Juniors is a top team in Argentina. Despite winning many national and international titles, the players have stayed true to their origins and continue to identify with the culture of La Boca. Like the team, the fans associate themselves with everything La Boca: the streets, the style, and the attitude of the residents. When asked to create the new team kit, we capitalized on this insight. The new visual identity was inspired by La Boca, from the graffiti to the people who live and play there. Now the team and the fans bring the neighborhood everywhere they go.