Lotto NZ - Retail Rebrand
When Lotto was born in 1987 there was only one game, Lotto, so the retail brand at that time was the game brand. However as Lotto grew and the games that were offered expanded, this became more of an issue. Addressing this was part of the reason for initiating a rebrand which included the introduction of the Lotto NZ brand as the master brand delivering a range of games including Lotto. The rebrand was undertaken externally and was underway when I joined Lotto, but I was tasked with applying this rebrand to the largest and most varied retail network in NZ which consisted of over 1400 stores of various shapes and sizes.
This enormous range of different store shapes and sizes called for a solution which was flexible and yet simple enough for people all across the country to execute and achieve consistent results. Initially the rebrand consisted of four different coloured Lotto NZ logos as well as variations within those colours. This would have led to a confusing variation of colours across the network and was also impractical from a pure logistics point of view. Therefore there was a lot of colour testing and research conducted before settling on the orange logo, and although this was initially designed to sit on an orange background, research clearly showed keeping the familiar Lotto purple from the previous retail execution was the best way to go. That meant tweaking the new logo to best work on the purple background. Another challenge was how best to crop the logo so that the words could be large enough to be visible, but the shape of the logo was able to come through too.
All of these factors resulted in a signage manual with a range of approved crops based on the height to width ratio of an execution, along with guidelines for colour, store name, furniture executions and more. These were given to sign writers and installers across the country and resulted in a successful rebrand of the entire Lotto NZ retail network in record time.
