The countdown to the first-ever Howden British & Irish Lions Women’s Tour has taken another major step forward with the unveiling of a striking new visual identity for the 2027 series in New Zealand.
Officially launched yesterday by British & Irish Lions and New Zealand Rugby, the new brand system has been created in collaboration with acclaimed Māori artist Chloē Reweti and is designed to reflect the energy, strength and cultural significance of the landmark tour.
The hero illustration, above, draws deeply from te ao Māori traditions, featuring fractured lightning-like shards and intricate geometric patterns that create a visual language described as layered, dynamic and fierce.
In Māori culture, weaving patterns and tā moko motifs are used to communicate stories, identity and relationships. The artwork created for the tour reflects themes of women’s strength in rugby while also embracing whanaungatanga — the concept of connection between family, friends, teammates and communities.
Each element of the design was developed with careful consideration of mātauranga Māori, sporting identity and cultural authenticity, while also ensuring the system could work across digital, broadcast and in-stadium applications throughout the tour.
Reweti, who has more than a decade of experience in graphic design and creative direction, previously held roles with Museum of New Zealand Te Papa Tongarewa and Wētā Workshop, where she served as Art Director of Graphic Design.
The launch of the visual identity comes as momentum continues to build around the historic tour, which will mark the first standalone women’s series undertaken by the Lions.
The 2027 schedule will feature five matches across New Zealand, including three Test matches against the reigning world champion Black Ferns.
The tour fixtures are:
September 4 — Black Ferns XV, Semenoff Stadium, Whangārei
September 11 — Black Ferns, Go Media Stadium, Auckland
September 14 — Invitational XV, FMG Stadium Waikato, Hamilton
September 18 — Black Ferns, HNRY Stadium, Wellington
September 25 — Black Ferns, One NZ Stadium, Christchurch
The British & Irish Lions Women’s Tour to New Zealand is also being backed by a NZ$3.9 million investment from the New Zealand Government, underlining the anticipated sporting, tourism and economic impact of the series.
The new branding is expected to become a central part of the tournament’s identity as organisers look to establish the women’s Lions concept as one of the defining events in the global rugby calendar.
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