Vienna Capitals / Reference Project

Vienna Capitals

Fan & Player Range

In creative collaboration with the Vienna Capitals , a fan merch collection was created that goes beyond classic sportswear and translates the club's visual identity into an everyday streetwear aesthetic – raw, wearable and culturally relevant.

The starting point was the player jerseys of the Europe Trophy and the Austrian Bundesliga , which served as a design basis and opened up space for new approaches. The collection was used as an experimental field to push the boundaries of classic fan merchandise and explore new narrative levels.

The resulting range combines sporty DNA with urban character – for die-hard fans as well as those who want to subtly integrate the Capitals spirit into their everyday lives. Through strategic design, the brand has been deliberately opened up to a younger, style-conscious target group. The collection sees itself as a bridge between club culture and streetwear – a visual statement of identity and movement.

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After identifying the visual building blocks, the targeted exploration of new concepts and approaches began – with the goal of developing a progressive identity.

Even vintage and heritage logos were specifically considered to develop special edition jerseys for selected occasions – as a visual homage and as a strategic means of brand activation and emotional engagement.

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Vienna capitals

Rollout

To gradually introduce the new identity to the people, the graphically strongest category – T-shirts – was used as the medium.

Structured as a targeted rollout, the collection was strategically promoted through the Caps' channels at home games throughout the pre-season and regular season.

In addition to the main collection, a separate women's line was developed – focusing on tailored cuts and visual codes that go beyond unisex graphics.

Classic fan merchandise, selected accessories, and special request items such as bed linen covers and towels were also produced.

The design capsules were translated into concise graphic hooks and specifically communicated within the rollout segments.

Designed as an all-year line, the range was divided into seasonal drops – from summer to winter, strategically timed for maximum brand presence.

Capitano – the mascot as brand ambassador

Identity concepts were developed around the Vienna Capitals' mascot – the cheetah named Capitano – to translate the crowd favorite during breaks into streetwear-ready graphics. The goal was to visually channel his popularity and establish him as a wearable symbol within the extended brand world.

Series production

The entire product range was provided to the manufacturers via spec sheets and print-ready high-resolution artwork. Final production approvals were developed and agreed upon through a commented prototyping process.

Range overview

Vienna Capitals Fan & Player Range

Range overview

Vienna Capitals Fan & Player Range

The Bauer Experience

Media Match Jerseys

Invited media representatives and commentators were invited by the Vienna Capitals coaching staff to a match to gain deeper insights into the daily life of a professional ice hockey player. Tactical discussions, pre-game routines, and a deliberately choreographed game allowed the guests to step into the players' shoes and experience the complexities of a match day firsthand. As part of this initiative, exclusive Media Game jerseys were designed and produced as a limited edition – serving as a visual memento and a strategic link between the club and media coverage.

Media Match Jerseys

Two striking T-shirt graphics from the Caps collection were specifically used to visually and contextually familiarize the invited media representatives with the upcoming rollout.

The Caps Family provides ongoing support.

Wings for Life

As part of the Wings for Life World Run, an exclusive limited-edition shirt was designed for participating fan club members and players. The design visually and emotionally connects the social purpose of the run with the identity of the Vienna Capitals.

The central element is the Capitals mascot, reinterpreted: a leopard in a wheelchair, flanked by the slogan "The Caps Family is always helping." The graphic symbolizes unity, movement, and solidarity in action – a visual statement for inclusion and commitment.

The Caps Family provides ongoing support.

Wings for Life T-Shirt

At the same time, the shirt strengthens the bond between professional players and fan club members – serving as a unifying symbol within the Caps family and beyond. It expresses a shared attitude that places athletic performance and human connection in service of a greater cause.

onFIRE magazine

Article

Background and product information on the Fan & Player Range

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The Fan & Player range was showcased with the Vienna Capitals professionals in onFire magazine. The products were photographed directly on the players and subsequently promoted editorially.