We created a brand that expresses the club's values, a place which fans identify with and share their passions together.
BETTY'S PADEL CLUB - CASE STUDY
THE MISSION
Betty's is a padel centre with a clear objective: to become a club recognised as a meeting place for padel fans, a place to meet after work for sport, but also to relax. The challenge was to create a brand that was different from the competition, with a modern and dynamic style, just like padel.
CLIENT
Betty’s Padel Club
THE OUTCOME
The most important part was to strategically understand how to differentiate Betty's. After the first analysis and planning meetings we created an iconic, flexible brand identity that Betty's customers fell in love with. The style reflects padel itself: a new and fun sport.
SERVICES
Brand identity
Design e sviluppo sito web
Materiali
Lancio sui social
THE IMPACT
The impact the work had on the business was amazing. People started sharing Betty’s content on social media, even before the launch. Bookings were 345% higher compared to predictions.
What is Betty’s?
Betty’s is a new company. The founders wanted to create a really cool padel club, with three courts and a series of other additional activities inside the place. They wanted to create the coolest padel club in the region they’re based in. Betty’s had to be different than anything it existed in the padel space.
What was the goal?
The aim of the founders of Betty's was not to build a simple padel centre. They wanted a place where friends could get together pleasantly after work or at the weekend. A place where they can relax and have fun playing padel. A place that is well-kept and special, but at the same time comfortable and easy-going.
The process
PHASE 1 - RESEARCH AND STRATEGY
At this stage we focused on understanding the soul of the sport and how this could be best combined with the Betty's brand and its objectives. When analysing the competitors, it was easy to see that they all had a similar style in terms of colours, with no one particularly standing out from the rest.
Brand attributes
THE PRINCIPLES THAT GUIDED THE CREATION OF THE BRAND
Cool & different
We realised that Betty's should not look like a classic tennis or padel club. It had to be something different, something that would stand out.
Approachable
Betty’s had to be a place where people go after work, easily accessible. A place where you can go with your friends, without many hustles.
Sporty
Betty’s is a padel club. Yes, you go there to relax and have fun with your friends, but the brand has to express the sporty nature of the company.
Gathering
Betty's is a place designed to be experienced with other people. Whether it's friends, family or colleagues, this remains a core value.
The process
PHASE 2 - BRAND IDENTITY DESIGN
The visual identity of Betty's was the perfect opportunity to express what this sports centre really is. We created a flexible visual identity that could be used in any application possible. The logo, typography and secondary graphic elements all help to differentiate Betty's from its competitors.
Not everything went smooth
Padel is different from tennis because the courts have rigid walls on the sides, on which you can bounce the ball. It was on this concept that we based our first logo ideas, but at some point we realised that this was not the right direction. Many well-known padel brand logos are based on that very concept. The most representative example is the "World Padel Tour" logo. Betty's needed to differentiate itself. Having understood the problem, we changed the creative direction, focusing more on Betty's and the attributes identified in the strategic phase.
Flexible, of course
Betty's logo had to have the ability to be applied in very different situations. The logo is designed to be easily applied when reduced to small sizes such as on membership cards or printed on large signs such as those found outside the club.
The process
PHASE 3 - WEBSITE AND SOCIAL LAUNCH
The brand had to be launched in the best possible way. We designed the design and developed the Betty's website, then planned and implemented the launch strategy on Instagram.
It turned out a success
The launch and opening were a success. Betty's received 345% more bookings than previously estimated. Customers really liked the brand design, which attracted immediate attention and took off on social media. In addition to the initial peak, demand for bookings continues to remain high even months after the launch.
