When Arsenal brought hospitality in-house, it wasn't just taking control of catering, it was taking ownership of the experience.
The club needed a brand that could unite every moment of hospitality under one identity. From executive boxes and destination dining to matchday food and non-matchday events, every touchpoint needed to feel unmistakably Arsenal.
We created 1886 by Arsenal: a hospitality brand built on the idea that belonging is something you experience, not just feel. 1886 transforms hospitality into an extension of the club itself: rooted in heritage, shaped by North London and brought to life through shared rituals around food, football and community.
Designed to flex effortlessly across every tier of the offer, 1886 by Arsenal feels equally at home welcoming lifelong supporters, first-time guests and global partners. Premium in quality, inclusive in spirit.
From brand strategy, naming and verbal identity to visual identity, campaigns and digital experiences, we created a flexible brand system that gives Arsenal complete ownership of its hospitality story for matchdays and every day beyond.
