Powerful new brand system revealed for inaugural Howden British & Irish Lions Women’s Lions Tour 2027

As momentum continues to build towards the first-ever Howden British & Irish Lions Women’s Series in New Zealand next year, fans can expect to see a bold and energetic new visual identity across every platform and in-stadia.

Officially launched today by New Zealand Rugby (NZR) and The British & Irish Lions, the hero illustration was designed in collaboration with New Zealand Māori artist Chloē Reweti (Ngāi Te Rangi, Ngāti Ranginui, Ngāti Tukorehe, Ngāti Porou).

The design offers a vibrant expression of te ao Māori with a composition fractured into lightning-like shards framing individual patterns to communicate a design that is layered, dynamic and fierce.

In te ao Māori the geometric patterns utilised in weaving and the abstract motifs applied in tā moko can convey complex narratives.

For the design, the selected patterns portray the power of women in rugby while also reflecting whanaungatanga – a concept that embodies the relationships between family, connections between friends and the ties between teammates and communities. 

Each pattern has been carefully considered for its mātauranga (Māori knowledge systems), cultural resonance, athletic context and its flexibility of use.

The patterns are timeless in their representation of strength, unity and agility while also being contemporary in their aspiration and collective resilience.

Reweti said she is full of pride and joy after having the opportunity to showcase her work globally for the historic upcoming event.

“To witness it being received and respected by people is an honour. It’s such a privilege to share the mātauranga from our tīpuna with the world and we are adapting that to the context we are living in now, which is urban.

“Without knowing the context of the patterns, I hope the artwork feels uplifting and people can resonate with it. Any connection to it that feels positive is valid and it should give a sense of energy that’s reflective of women’s rugby, how we view the sport and what’s coming to Aotearoa.”

NZR Brand Creative Director Marcy Banbury said it's been exciting to work alongside The British & Irish Lions to build a shared story that reflects the scale and significance of this moment in women’s rugby.

“From an NZR perspective, it was important the creative felt grounded in Aotearoa as the Tour location, and reflected Māori culture in a genuine way,” Banbury said.

“The weaving elements became a strong thread throughout the work, recognising the role of wāhine within te ao Māori. It helped create something that feels uniquely from Aotearoa New Zealand, while carrying the mana this series deserves.

“Working with Chloē has been special. Her storytelling brought depth and emotion to the campaign, and her collaborative approach made the whole process feel seamless. She’s created something we’re all proud of. We’re really excited to share it with fans and see it in stadiums next year.”

British & Irish Lions Head of Marketing Lynn Cleckner said: “Collaborating with New Zealand Rugby and Chloē has been a truly special part of the work behind the scenes as we build towards the inaugural Howden British & Irish Lions Women’s Tour.

“The partnership embodies the unity and collective spirit at the heart of every Lions Tour, while delivering a bold and distinctive campaign that authentically celebrates Māori and Pasifika culture.

“The vibrant designs reflect the energy and anticipation surrounding the Tour, and we’re excited to unveil ticket packages later this month as the brand prepares to come alive in stadiums, online, and through our TV screens next year.”

Chloē Reweti bio:

Chloē Reweti (Ngāi Te Rangi, Ngāti Ranginui, Ngāti Tukorehe, Ngāti Porou) is a graphic designer with over ten years of experience creating artwork and campaigns for exhbitions, marketing, product, and branding projects. Beginning her career at a signwriting workshop, Chloē has since held in-house roles for The National Museum of New Zealand Te Papa Tongarewa and the world-renowned Wētā Workshop, where was the Art Director of Graphic Design. 

Howden British & Irish Lions Women's Series matches in 2027: 

·       Saturday, September 4, Whangārei, Semenoff Stadium, v Black Ferns XV  

·       Saturday, September 11, Auckland, Go Media Stadium, v Black Ferns 

·       Tuesday, September 14, Hamilton, FMG Stadium Waikato, v Invitational XV 

·       Saturday, September 18, Wellington, HNRY Stadium, v Black Ferns 

·       Saturday, September 25, Christchurch, One NZ Stadium, v Black Ferns  

The British & Irish Lions Women’s Tour to New Zealand is being supported by a $3.9 million Government investment.

Fans can register their interest in tickets, travel packages and other Tour updates here.

Travel packages go on sale in May to Priority Access Pass holders and June to general public, followed by general admission tickets on sale late 2026. Fans can sign up for Lions Rugby Travel priority access ticket-inclusive packages here and All Blacks Travel and Hospitality packages here.