Summary

The new visual identity of Croatian Lottery gave the brand a reinvented, refreshed, modern and competitive image.

Challenge

Croatian Lottery is definitely the most recognizable brand in its category. Long-standing tradition surely created high brand awareness. Still, its brand architecture needed a rethinking – Croatian Lottery as an umbrella brand consists of a number of games and other recognizable brands themselves. As games were being added over time, their visual identities lacked consistency.

Solution

We created a new book of standards that modernized Croatian Lottery, featuring a visually appealing and cross-media applicable new logo that unified all the brands in an architectural system.

The inspiration came from the central geometrical shape that dominates in each of the games – the shape of a circle (balls with numbers, circling numbers around, chips, etc.). Also, it represents continuity and recognition, because a circle, in all its iterations, was the central element in all visual identities throughout the history of Croatian Lottery.

We created an innovative visual experience, launching Croatian Lottery into a new era amongst the most exciting world brand communication in the category.