Hockey Belgium takes the world stage

The world of hockey has come to Belgium. And for us, this World Cup has a special meaning.

As Wavre welcomes the FIH Hockey World Cup, together with the Netherlands, the Red Lions and Red Panthers are playing on home ground under a brand we know particularly well: Hockey Belgium.

Last year, Minale Design Strategy worked alongside the Belgian hockey federations on a challenge that went far beyond creating a new identity: how do you bring different entities, teams, clubs, players and supporters together under one strong and shared brand?

Together, we rethought the brand strategy and architecture and created Hockey Belgium: one identity designed to unite the Belgian hockey community while giving it greater strength and visibility.

Today, that identity is taking centre stage in front of an international audience.

And that's what makes design meaningful to us: not simply creating a new look, but helping a community come together around a shared vision.

Let’s Grow Together.

Good luck, Red Lions. Good luck, Red Panthers.
And enjoy the World Cup, Belgium. 🇧🇪