Klasselotteriet is Denmark’s oldest lottery. Founded in 1753, it has been part of Danish culture for more than 270 years. Despite its strong position and long history, Klasselotteriet faced the challenge of evolving with the times. With the aim of attracting a new, much younger audience while preserving the heritage and familiarity valued by loyal ticket holders, eTypes developed a new brand identity for Klasselotteriet.

The inspiration behind the concept was found in the number 15 – a number that already carried a significant role in the existing brand. From the draw taking place at 15.00 on the 15th of every month, where 15 winners share a 15 million kroner prize to the rather coincidental detail that ‘Klasselotteriet’ consist of 15 letters.

The number became the foundation for the new identity with ‘15’ integrated directly into the logo, hidden within the ‘K’ – a subtle yet meaningful reference to Klasselotteriet’s history, translated into a core design element.

Alongside, PLAYTYPE developed a bespoke typeface inspired by Danish sign-painting traditions, using brushstroke-inspired details and historic characters to reference the brand’s origins. Distinct enough to stand on its own while carrying immediate brand recognition using a single design element.