Brand work done to modernize, develop, lightening up and simplify production for the Bethard brand in addition replace the brand payoff "Winners Dare More".
A Winning world
To replace the payoff, we choose to communicate “Winners Dare More” in the imagery, the visual communication of the layouts, with leading dramatic sports lights, compositional winning, combined with short value proposal headlines in sporty typography.
We went back to review the old brand and combined parts of it into
a hybrid of the first Zlatan brand and the Dragomir brand. The result
was a more aggressive, action-packed brand celebrating champions and a “Win 24/7”-mentality — where winning is “just a job” and part
of the life-cycle of a champion.
To modernise Bethard and communicate a brand with Zlatan as
the ambassador. We had an idea of creating a feeling of a “Dark” premium service for the brand and the product, as there was no competition doing it. An exclusive premium brand at the service
available for everyone’s igaming entertainment day and night.
The “No.1” Graphical Element
Representing “Winners”, “Odds”, “Daredevil-cliff”
and Bethard's goal to become number one. In addition
to being a flexible brand layout tool.