CROWN ROYAL SPORTS

Truth

Crown Royal has long been a symbol of generosity, pride, and celebration — values that naturally align with the passion and loyalty of sports fans.

Tension

But each fan base speaks its own language. What resonates in Green Bay won’t connect in Los Angeles. To truly belong in the world of sports, Crown Royal needed to celebrate every team’s spirit through the lens of local pride, history, and tradition.

Idea

We created a visual identity system for Crown Royal’s NFL, NBA, and NHL partnerships that connected with fans on their home turf. Using locally relevant insights, historic nods, and iconic team colorways, each design transformed the Crown into a symbol of community pride. From “Let Purple Reign” to “Community Crowned,” we spoke to fans in the language of loyalty and invited them to share the game with Crown Royal.