F.C. Como Women, the inaugural portfolio club of Mercury/13, has announced a new brand identity ahead of the 24/25 Serie A Femminile Ebay season. The rebranding, spearheaded by Communion Studio, aims to position F.C. Como Women as a premium global brand that resonates deeply with a female audience. This initiative underscores the club's mission to inspire and empower women worldwide by transcending traditional football paradigms.
According to Victoire Cogevina Reynal, co-founder and co-CEO of Mercury/13, this branding effort aligns with their vision of making football more inclusive for women. “I grew up loving football, but never felt it was built for me. A century later in football, this new brand is purpose-built for us. I hope the FCCW crest becomes a global emblem representative of the unimaginable things we can achieve as women despite the odds being stacked against us,” said Reynal.
From the outset, Mercury/13 has sought to disrupt traditional football norms. The new brand identity is designed to appeal to a female audience that values gender equality and celebrates women’s empowerment. This innovative approach is expected to make F.C. Como Women a symbol of resilience and ambition, not just in football but in various spheres of life.
Andy Harvey, co-founder of Communion Studio, emphasized the broader cultural impact of the rebranding. “F.C. Como Women is a project we instantly wanted to work on. The ambitions and energy to make tangible change were so clear. We embraced the challenge of intentionally expanding the audience for football in one of the most fanatical parts of the world for the men's game by creating a brand that had crossover appeal,” Harvey noted.
The new brand identity features a monochrome color scheme and a bold, fashion-inspired monogram. “The new identity intentionally breaks from the past, and without a legacy, we become free to design a brand that only looks forward,” said Nancy Hensley, who led the project for Mercury/13. The design elements, including the crest, draw inspiration from local cultural symbols such as textile weaving and reflections on Lake Como.
F.C. Como Women has articulated several core values in its new brand identity: playing with heart and humility, embracing an underdog spirit, carving their own path in a historically male-dominated sport, and transcending football to become a broader symbol of female empowerment.
The club's innovative approach extends to its commercial strategy. By seeking founding partners rather than traditional sponsors, F.C. Como Women aims to forge deep, value-aligned partnerships, particularly with brands in the beauty and fashion sectors. These sectors have increasingly recognized the potential of women’s sports to drive social change and empower women.
Fans of F.C. Como Women can expect to see the new brand identity reflected in a redesigned website and updated social media channels starting this month. This rebranding signifies a bold step forward in the evolution of women's football, aiming to inspire a new generation of female athletes and fans alike.
