Delivering Premium Renewal Packs for Brighton & Hove Albion’s 1901 Club and Tunnel Club

We’re excited to share a flagship project delivered for Brighton & Hove Albion: the creative development of the 1901 Club and Tunnel Club renewal packs ahead of their next five-year cycle.

The club briefed us to create two distinct premium experiences, each reflecting the character, tone and expectations of its audience, and to ensure the renewal moment felt special, seamless and worthy of long-term commitment.

1901 Club Renewal Pack

For the 1901 Club, we developed a refreshed creative direction and a set of premium printed materials, including a new square-format brochure, a personalised letter and a branded envelope.

The final pack blends clean, contemporary design with refined production details - including a gold-foiled die-cut cover and elevated internal finishes - resulting in a confident and premium expression of the 1901 Club experience.

Tunnel Club Renewal Pack
For the Tunnel Club, one of the most exclusive hospitality environments in the Premier League, our approach centred around creating a genuinely memorable moment for members.

We explored a series of luxury concepts before landing on a bespoke presentation piece designed to deliver a true unboxing experience. Each member received a personalised presentation box containing:

• An integrated video screen featuring a tailored message from club captain Lewis Dunk
• A personally engraved bottle of Ridgeview sparkling wine
• A new A4 brochure with a gatefold cover and premium finishes
• A personalised welcome letter

The result was a striking, high-end piece of collateral designed to surprise, delight and set the tone for the next chapter of Tunnel Club membership - described by the club as a genuine “wow moment” on delivery.

A long-standing partnership
We’ve partnered with Brighton & Hove Albion for more than 15 years, supporting the club across campaigns, creative projects and hospitality communications.

This project brought together concept development, design craft and detailed production planning to create two distinct renewal experiences that feel elevated, purposeful and aligned with the prestige of both hospitality offerings.