A Brace of Winning Brands
The Japanese are enthusiastic players of the national lottery, with an estimated 45 million people participating annually. To address this burgeoning demand, Japan Lottery Systems created several new games which can be played for as little as 200 yen a time with winners selected on a weekly basis. Loto 6 and MiniLoto are both bingo-type games, while Scratch is, obviously, a simple scratch card game with instant cash winnings. Japan Lottery Systems engaged Bravis to develop visual identities to firmly establish the new games in the public mind.

Creative Response
Lottery booths decorated with the logomarks of the different games are found in cities all over Japan, making lottery brands among the most visible in the country. Bravis therefore created simple, powerful marks, but took care to differentiate the new brands, using a yellow background for Loto in contrast to the red of the traditional takarakuji lottery or the blue of Numbers. A ‘family look’ was created for the Loto 6 and MiniLoto brands, with a starburst motif and swelling typography to express the thrill of winning. Scratch was again differentiated with a bright green background and a freehand logotype to suggest a casual game played on the impulse of the moment.These three brands achieved immediate acceptance among millions of enthusiastic lottery players all over the country and can be seen on sales booths the length and breadth of Japan.

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