Cangrejeros
In 2021, under the new ownership of Bad Bunny and Noah Assad, the Cangrejeros of Santurce basketball team underwent a transformative rebranding. The project celebrated the team's rich history while infusing it with modern elements, creating a vibrant new identity that resonated with both long-time supporters and a new generation of fans.
Date
February 2024
Role
Brand Development
The Challenge
The Cangrejeros of Santurce, a legendary basketball team with a storied past, needed a refreshed identity that would honor their rich history while appealing to a contemporary audience. The challenge was to balance tradition with innovation under the new ownership of Bad Bunny and Noah Assad.
The Insight
Drawing inspiration from the team's passionate fanbase and historic achievements, the project aimed to incorporate iconic elements from the Cangrejeros' past, such as championship stars, vibrant colors, and historic logos. Engaging with the community and fans provided valuable insights, ensuring the new identity would resonate deeply with those who have supported the team over the years.
The Answer
The rebranding effort resulted in a dynamic fusion of tradition and modernity. Classic design elements were reimagined with contemporary flair, preserving the essence of the Cangrejeros while appealing to a new generation. This collaborative and thoughtful approach breathed new life into the team, capturing their proud past and promising future, and demonstrating the power of honoring history while embracing change.
