Klasselotteriet is Denmark’s oldest lottery, founded in 1753 and part of Danish history for more than 270 years. Our task was to open the brand up to a new, much younger audience while keeping the familiarity that loyal ticket holders had come to know and love.

We found the inspiration for the design concept already hiding in the brand: the number 15. The draw takes place at 15:00 on the 15th of every month, where 15 winners share a prize of 15 million kroner. And, as a happy coincidence, ‘Klasselotteriet’ has exactly 15 letters.

We made the number the foundation of the new identity, with a ‘15’ sitting quietly inside the ‘K’ of the logo – turning a small piece of the lottery’s history into its central mark.

Alongside it, PLAYTYPE drew a bespoke typeface rooted in Danish sign-painting traditions. Brushstroke details and historic characters connect the typeface to the brand’s origins while giving it enough personality to be recognised as Klasselotteriet on its own.