The new visual identity of Croatian Lottery gave the brand a reinvented, refreshed, modern and competitive image.
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 / recognizable brands themselves. As games were being added over time, their visual identities lacked consistency.
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.