Brand bookFor Wade Cawood / FWRD PLAY

Where rugby fans get closer, and get something back. Everything TUNNL looks and sounds like, on one page.

Free to join 13.11.2026

The brand on a page

What TUNNL is, who it is for and how it sounds, in one read.

TUNNL. Where rugby fans get closer, and get something back.

Why it exists

People who give rugby their time should get something back.

Who it's for

Rugby fans who follow shows, creators, clubs, countries and players.

The offer

Your rugby shows, in one place. EggChasers, The KOKO Show and DSPN Rugby, each free to join, with one profile that carries your memberships and your record.

The fan promise

Access

Shows and interviews made for members, ticket offers and goods made with the shows.

Knowing first

News and booking windows, first.

Taking part

Help shape shows, goods and events, with credit where it's due.

Rewards

Credit, tickets and goods for stated activities. Watching, turning up, joining in and buying all count.

The organising thought

The Regulars. People become regulars when a place gives them reasons to return and looks after them. This is the idea that guides the experience. It never appears as a name or a tagline.

Character

Knowledgeable, welcoming, attentive.

“If you know you know.”

The campaign idea

First names on the sheet. Rugby's team news meets a festival bill: the shows are named as headliners, and every fan who joins gets a number on the same sheet.

How it speaks

  1. Be specific“Send us the match minute and your question.”
  2. Know the people and the game“Rugby gives you eighty minutes. Then it carries on.”
  3. Earn the familiarity“Nobody has to post to belong.”
  4. Keep it understated“Good to have you here.”

The mark

Four kites, one for every side of the ball. The logo sets the mark to the left of the name, a little taller than the letters. The mark always appears whole, exactly as drawn.

TUNNL logo in nightThe logo
TUNNL logo in chalk on nightOn night
TUNNL stacked logoStacked logo
The TUNNL mark in turfThe mark alone
App icon in nightApp icon in turfApp icons
  • Clear spaceOne kite on every side. Nothing enters it.
  • Smallest sizesLogo 24 px high, stacked logo 48 px, mark 16 px.
  • ColourwaysNight on chalk or turf, chalk or turf on night. The show marks keep the same drawing, each in its show colour.
  • Leave it as drawnNo outlines, effects, rotation or new arrangements of the kites.

Colour

Floodlit and chrome. Night, chalk and turf carry TUNNL everywhere it speaks for itself. Chrome marks the things a member keeps.

Ground#E8E8E5The day ground under every light page.
Night#0B0C0AThe ground at night, the mark and every lockup.
Chalk#EEF0EAType on night, the light ground.
Turf#6BE33BOne accent, used with restraint.
ChromeMetal, glassApps and coins, the things you keep.
Clock#FF4A3ALive and errors only: the match clock, the live tag, anything that needs fixing.

Show colours

Each show keeps its own colours on its own page and channels. In TUNNL's brand campaign the shows appear through their photos and names, with their colour as a small accent at most.

EggChasers
The KOKO Show
DSPN Rugby

Type

Three faces, each with one job, plus dot numerals for anything that counts.

TUNNL Display, italic, headlines

First names on the sheet.

Anybody, labels and straplines

France v South Africa / 21:10 CET

Kick-off · members · free to join

Mona Sans, product and reading

Good to have you here. You're now part of EggChasers on TUNNL.

Dot numerals, scores, times and numbersDot-matrix numerals 0 to 9

Photography

Licensed stock, finished for TUNNL with one grade and turf accents: painted rails and seats recoloured, logos retouched out, players kept anonymous. A TUNNL shoot replaces selected frames before launch: a ground at night, the stands, fans in close-up, pitchside and the try line, plus the hosts, all in the same grade.

01 Fresh lines
01 Fresh lines
02 Match morning
02 Match morning
03 Pitchside
03 Pitchside
04 Chalk sky
04 Chalk sky
05 From the stands
05 From the stands
06 On the rail
06 On the rail
07 Floodlit
07 Floodlit
08 The bowl
08 The bowl
09 The beam
09 The beam
10 Watching
10 Watching
11 Touchline
11 Touchline
12 Painted concrete
12 Painted concrete
  • The testCould it run in another brand's feed? Then it is not ours.
  • PeoplePlayers stay anonymous with plain kit and numbers only. Fans are adults, caught mid-moment.
  • LightNatural light only. One colour grade across the set, and every frame sharp when viewed up close.
  • GroundsWhen a ground can be recognised, we leave it unnamed and keep it apart from copy that names a venue.

Graphic kit

The pitch drawn to World Rugby Law 1, 100 by 70 metres with 10 metre in-goals. Every line graphic in the brand is a crop of this plan, with dot numerals and small labels around it.

The full rugby pitch plan in line
Pitch line crop
Pitch line crop
Pitch line crop
Pitch line crop

Micro graphics

The small details that make it TUNNL. Label strips, tags and care labels finish the goods. Dot numerals and the coordinate strip sit in the margins of posters and screens.

Label strip: Taking partLabel strip: Kick-offLabel strip: Where did you get that?Label strip: Between fixtures
Label strips
The woven label
The woven label
The TUNNL swing tag, top
The swing tag
TUNNL lockups with small type, from the lockup sheet
From the lockup sheet
Dot numerals 24 27
Dot numerals, on night
The care label: wash cold, wear often
The care label
Dot numerals 0 to 9Dot numerals 80:00
Dot numerals, in ink
The coordinate strip, in dot matrix
The coordinate strip
  • Small and exactThese sit at small sizes in the margins, on labels and along the edge of a poster.
  • Numbers that mean somethingA date, a kick-off time, the pitch in metres, a member number.

Crests, stamps and badges

The marks a member collects. One crest and one roundel speak for TUNNL. Stamps record what happened. Coins are kept, chrome with enamel in the kites, one for every show you join.

The crest, the roundel and the crest in ink. The year is stacked so 2026 still reads when the crest is small.
The crest, the roundel and the crest in ink. The year is stacked so 2026 still reads when the crest is small.
Stamps: made with the members, the date, Founding member, I was there.
Stamps: made with the members, the date, Founding member, I was there.
Show coins in chrome and enamel.
Show coins in chrome and enamel.
  • Smallest sizeThe crest with its year from 48 px tall. Below that, the plain mark or the roundel.
  • One membership markThe Founding member stamp, numbered for the first members in. No tiers.
  • Earned onlyStamps and badges are given for something a member did. Nothing here is sold.

Icons

One family of icons: solid shapes with one open cut, drawn on one grid. Turf on night, ink on chalk.

home iconhome
matches iconmatches
live iconlive
chat iconchat
shop iconshop
wallet iconwallet
profile iconprofile
people iconpeople
calendar iconcalendar
ask iconask
try icontry
whistle iconwhistle

Objects

Eight objects in one material, machined chrome, each moving in its own loop. Each one stands for one thing and keeps that meaning wherever it appears, on the site, in the app and in campaign. Every one works three ways, shown here with the ball, the microphone and the swing tag.

The ball in chrome, turning
The ballTUNNL itself: joining, the campaign hero
The microphone in chrome, turning
The microphoneThe shows and interviews
The whistle in chrome, turning
The whistleHear it first: news and kick-off
The fan flag in chrome, turning
The fan flagMatch day: tickets, getting there and in
The swing tag in chrome, turning
The swing tagMade With Us: the goods
The kicking tee in chrome, turning
The kicking teeCall it: the moment before the kick
The boot in chrome, turning
The bootTeam sheets: the XV
The honours cap in chrome, turning
The honours capAsk: fixtures, laws and the record book
In the groundOn the badgeOn the poster
The ballThe ball, in the groundThe ball, on the poster
The microphoneThe microphone, in the groundThe microphone, on the poster
The swing tagThe swing tag, in the groundThe swing tag, on the poster

Motion

TUNNL moves sparingly. The logo arrives with a short sting, kite by kite, and chrome turns slowly to catch the light.

The logo sting
The chrome mark, swinging

Sound

TUNNL is mostly quiet. Sound marks the moments people remember, recorded from real things, one key across all of it. Press play on any line.

The sting

Used once, on the brand opener and the film end card.

  • The kite stingFour kite glints landing on a low FMade in-house1.3 s

In the product

Six moments, nothing else. Short, low, under speech, and off when the phone is on silent.

  • Join confirmedTwo boot studs on concrete, a low F under the secondEnvato0.6 s
  • Your member numberA mechanical readout rolling, landing on a soft FEnvato0.4 s
  • Credit to your walletCloth pulled tight, a small metal touchEnvato0.6 s
  • Your question is pickedOne pen tick on paper, then a warm FEnvato0.5 s
  • A show goes liveA heavy door opening onto the standEnvato1.8 s
  • Something to fixA dull, calm thudEnvato0.4 s

Effects

For the film and campaign only, never in the product.

  • Floodlight strikeA lamp striking on, no tone under itEnvato1.6 s

Ambiences

Low beds under film and social. Each one loops; press again to stop.

  • In the standThe ground at night, from a distanceEnvato30 s · loop
  • ConcourseThe ground heard through the wallsEnvato25 s · loop
  • The barA pub on a match nightEnvato30 s · loop

The music bed

Bed v3, 132 bpm in F minor, made with ElevenLabs music through Krea. Exact usage to be confirmed.

  • The bed, 30 sConcourse open, the build, the drop, a dead stopElevenLabs30 s
  • The bed, 15 sThe cut-downElevenLabs15 s
  • The bed, 6 sThe bumperElevenLabs6.0 s
  • One keyEvery tonal sound lands on F, so any two can play together.
  • EarnedSix product moments and the sting. Everything else stays silent.
  • ClearedEnvato files are registered to the project under its working name, Kintra. Temp sounds stay off anything public.

The shows

Two layouts for the shows. In the app, the line-up puts every show on the same card in launch order. In the campaign, top of the bill gives each show one giant name with its hosts in front.

The line-up, in the app.
The line-up, in the app.
Top of the bill, in the campaign.
Top of the bill, in the campaign.
  • Numbered in launch order01 EggChasers, 02 The KOKO Show, 03 DSPN Rugby.
  • Each show in its own colourKOKO and DSPN fill the card with their colour, DSPN in cream. EggChasers sets its egg beside its name.
  • Hosts shown wholeHosts appear as complete figures, hands included. Where a cut-out photo ends, it meets the edge of the frame.
  • Their world on their channelsShow backgrounds stay on each show's own pages and channels. TUNNL's own posts run the TUNNL palette.

What you get

Everything so far comes together in the app. It opens the way the brand speaks: what TUNNL is, the belief, what you get, then the shows. Joining takes an email address and one link, and every screen is built from the colours, type, icons and objects you have just seen.

Landing screen
Landing
Join screen
Join
Welcome screen
Welcome
Home screen
Home
Matchday screen
Matchday
Wallet screen
Wallet
Apps screen
Apps
Chat screen
Chat

How TUNNL looks in the product

The parts every screen is built from, shown at real size. Plain shapes on light and night, photos fused into the cards, and every number that matters in dot matrix.

Buttons and chips
Buttons and chips
A show card
A show card
A question for the show
A question for the show
A product card
A product card
The member card, with your number
The member card, with your number
Tickets and passes
Tickets and passes
Days to kick-off, in dot matrix
Days to kick-off, in dot matrix
Call it: the score in dot matrix
Call it: the score in dot matrix
Live score
Live score
The countdown bar
The countdown bar
The tab bar and its icons
The tab bar and its icons
Icons in the app
Icons in the app
Kept: the coins and stamps a member collects
Kept: the coins and stamps a member collects
  • One glassPanels over imagery are volumetric glass: heavy blur with a saturation lift, a specular top edge and a seated bottom edge. Flat tints are never used.
  • Numbers are instrumentsLive data on night is dot matrix in turf and emits its own light: the clock, scores, member numbers and counts.
  • A locked frameScreens hold firm top and bottom. Nothing slides or shows through behind the bars, and the ground never flashes a different colour at the end of a scroll.
  • Chrome answers the handOn the member card and the coins, the highlight follows the phone's tilt, light only. iOS asks once with a small Tilt chip, and it stays off when motion is reduced.

Open the prototypeTap through the app as a member sees it.

The launch capsules

One capsule per show, every piece shot the same way. The show leads, and TUNNL signs the collab pieces with the mark or a dot-matrix line. These are mock-ups for review; samples follow.

EggChasers

Seventies club kit for people who never stopped talking about the game, in cream, bottle green and gold.

The Heritage jersey, EggChasers
The Heritage jersey
The Tour jersey, EggChasers
The Tour jersey
The Sideline bucket, EggChasers
The Sideline bucket
The On Air tour tee, EggChasers
The On Air tour tee
Inside the back neck, EggChasers
Inside the back neck

The KOKO Show

Kick-offs and kick-ons: big Aussie hoops in sunset orange and deep teal, built for the stand and the night after it.

The Hoops jersey, The KOKO Show
The Hoops jersey
The Kick-on jersey, The KOKO Show
The Kick-on jersey
The Shout five-panel, The KOKO Show
The Shout five-panel
The Kick-ons tour tee, The KOKO Show
The Kick-ons tour tee
Inside the back neck, The KOKO Show
Inside the back neck

DSPN Rugby

Seventies broadcast warmth in rust, brick, brown and sand. The match shirt carries the TUNNL mark cut into its body.

The Studio jersey, DSPN Rugby
The Studio jersey
The Kite-cut jersey, DSPN Rugby
The Kite-cut jersey
The Booth beanie, DSPN Rugby
The Booth beanie
The Chat tour tee, DSPN Rugby
The Chat tour tee
Inside the back neck, DSPN Rugby
Inside the back neck

The launch campaign

First names on the sheet. What TUNNL is, why it exists, that it is rugby, what you get, then the shows, one a day. The shows are named in launch order like team news, and every fan who joins gets their own number on the same sheet. TUNNL opens on Friday 13 November.

The film, 30 seconds
The 15, for social: the sheet fills, and the open row is yours
The Paris hoarding with the full poster set pasted twice, 54 sheets
On the street: Paris, launch night
The Johannesburg wall with twelve sheets from the set
On the street: Johannesburg, the names

Social rollout18 posts, a week each side of kick-off, 06.11 to 20.11: motion posts, carousels and singles, the sheet pinned.

Week one feedP/01 to P/09, as the profile reads on Tue 10.11
inthetunnlWhere rugby fans get closer, and get something back.tunnl.app
Week two feedP/10 to P/18, as the profile reads on Fri 20.11
inthetunnlWhere rugby fans get closer, and get something back.tunnl.app

Tap any post to see it big. Carousels click through, motion posts play.

How we got here

The work behind everything in this book, in the order it was built.

  1. 01StrategyThe brand framework: who it serves, the belief, the promise and the voice.
  2. 02NamingTUNNL, locked 27 October. tunnl.app, and @inthetunnl on every channel.
  3. 03Creative routesEight routes explored and narrowed to one: Under the Lights.
  4. 04The markFour kites: four floodlight beams falling on one spot.
  5. 05ColourFloodlit and chrome, with turf as the one accent.
  6. 06TypeTUNNL Display, drawn for the brand.
  7. 07PhotographyLicensed frames in one grade, players kept anonymous. A TUNNL shoot comes next.
  8. 08Graphic kitThe pitch plan, plus the micro graphics around it.
  9. 09Crests and badgesThe crest, stamps and coins a member collects.
  10. 10IconsOne family, drawn on one grid.
  11. 11ObjectsEight objects in machined chrome, one meaning each.
  12. 12The showsHow each show is presented, in the app and in the campaign.
  13. 13ProductThe app flow from first look to wallet, and a working prototype.
  14. 14CampaignThe launch posters, the social rollout and a 30s film.
  15. 15SoundThe sting, the product sounds, ambiences and the music bed.

The type, objects and graphics are built for TUNNL, and the hosts appear as themselves. The photography is licensed stock in one grade. A TUNNL shoot at a ground, with fans and the hosts, replaces selected frames before launch.

What else we still need to agree

The decisions and confirmations that let us finish. Mark each one agreed, or leave a comment and we will pick it up.

Comments open on claude.ai.

Offers and benefits

  • The founding member number, issued in the order of joining

      Comment

    • The credit mechanic. £10 is a placeholder figure; the digital currency still needs defining: what a credit is worth, how it is earned and where it can be spent

        Comment

      • Member ticket windows: Ireland v South Africa on 21.11, with booking opening 16.11

          Comment

        • Goods made with the shows

            Comment

          • Shows and interviews made exclusively for members, and what is in them on day one

              Comment

            Dates

            • TUNNL opens on Friday 13.11.2026

                Comment

              • Social runs a week each side of kick-off, 06.11 to 20.11

                  Comment

                • The post times

                    Comment

                  Creators

                  • Written commitments from EggChasers, The KOKO Show and DSPN Rugby

                      Comment

                    • Each show's approval of their likeness, names and logos as shown

                        Comment

                      • Tim's weekly question and the on-show segment

                          Comment

                        Clearances

                        • Use of fixture names and venues: France v South Africa, Stade de France, Aviva Stadium

                            Comment

                          • The name: TUNNL, locked 27 October. The domain is tunnl.app and every handle is @inthetunnl

                              Comment

                            • Type: nothing to buy. Mona Sans and Anybody are open licences cleared for commercial use, and TUNNL Display is ours, drawn for the brand. It ships as a caps prototype, so before launch it needs its full character set

                                Comment

                              • The match details shown in the work. Kick-off is written as 21:10 CET and the clock motif reads 80:00; the real kick-off time needs confirming before the countdown posts ship

                                  Comment

                                Production to commission (suggested)

                                • A one-day creator shoot for the hosts' portraits and the campaign photography, replacing the stand-in cut-outs

                                    Comment

                                  • Custom voice-overs and host reads for the film, the social and the shows' launch announcements

                                      Comment

                                    • Phase 2: a TUNNL photography shoot to replace the stock frames: a ground at night, the stands, fans in close-up, the try line and pitchside, in the selects grade

                                        Comment

                                      Budget and owners

                                      • FWRD PLAY's payment and the ongoing working agreement, in place before the next phase begins

                                          Comment

                                        • The production budget

                                            Comment

                                          • Who signs off

                                              Comment

                                            • The dev owner for the build

                                                Comment

                                              For your approval

                                              Approve each part, or leave a comment. Everyone this page is shared with sees the same comments.

                                              Comments open on claude.ai.

                                              • The brand on a page: who it is for, the belief, the promise and the voice

                                                  Comment

                                                • The mark, the logos and the space around them

                                                    Comment

                                                  • Colour, with show colours as accents in TUNNL's own work

                                                      Comment

                                                    • Type

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                                                      • The photography rules and the twelve selects

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                                                        • The graphic kit and the micro graphics

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                                                          • Crests, stamps and coins, with Founding member as the one membership mark

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                                                            • Icons and the eight objects

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                                                              • Motion: the logo sting and the chrome turn

                                                                  Comment

                                                                • Sound: the sting, the six product sounds, the ambiences and the music bed

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                                                                  • How the shows appear: the line-up in the app, top of the bill in the campaign

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                                                                    • What members get, and the product look

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                                                                      • The product parts: buttons, cards, the member card, numbers and the tab bar

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                                                                        • The launch capsules, one per show

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                                                                          • The launch campaign: the 30s film, the street posters and the 18-post social rollout

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