A brand about the feeling of belonging and sharing passions together
BETTY'S PADEL CLUB - CASE STUDY
Betty’s is a padel club with a clear goal: to be perceived 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.
Betty’s Padel Club
The most important part was to understand how to position Betty’s differently. 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.
Design e sviluppo sito web
Lancio sui social
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 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 goal of the founders was not to build a simple padel club. They wanted a place where friends could gather after work or during the weekend. A place where they could relax and have fun playing padel. A place where true padel players could feel at home.
PHASE 1 - RESEARCH AND STRATEGY
At this stage we focused on understanding the essence of the sport and how we could find a fit with Betty’s brand’s objectives. When analysing the competitors, it was easy to see that they all had a similar style in terms of colours. No one was really standing out.
THE PRINCIPLES THAT GUIDED THE CREATION OF THE BRAND
Cool & different
We realised that Betty’s should not look like the typical tennis or padel club. It had to be different, it had to really stand out.
Betty’s had to be a place where people go after work, to disconnect. A place where you can go with your friends, to have fun.
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 soul of the company.
Betty’s is a place designed to be lived with other people. Whether it’s friends, family or colleagues, this is a core value.
PHASE 2 - BRAND IDENTITY DESIGN
The visual identity of Betty’s was the perfect opportunity to express what this place really is. We created a flexible visual identity that could be used in any possible application. The logo, the typographic style and the secondary graphic elements all contribute to differentiate Betty’s from its competitors.
Not everything went smooth
Padel differentiates from tennis for the courts that have hard walls on the sides, on which you can bounce the ball. It was on this idea that I based my first logo sketches, but at some point I 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 be different. Once I realized that, I changed the creative direction, focusing more on Betty’s and the attributes we identified in the strategic phase.
Flexible, of course
Betty’s logo had to be flexible enough to be applied in very different applications. The logo is designed to be easily scaled down to fit on membership cards but also scaled up to be used on huge billboards around the city.
PHASE 3 - WEBSITE AND SM LAUNCH
The brand had to be launched in the best possible way.
I designed and developed the Betty’s website, then planned and implemented the launch strategy on Instagram.
The launch was a success. Betty’s received 345% more bookings than what they 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.