How Browns used a scratch card marketing campaign for their big brand relaunch

This Monday London’s most iconic boutique Browns revealed its new branding with the world’s largest physical scratch card promotion.

To launch their new look the Browns South Molton Street store was transformed into a giant Scratch Card. Members of the public were invited to scratch the windows to reveal winning prizes such as season’s must-have Balenciaga shopping bag.

The show stopping window scratch cards are part of a wider scratch card promotion that involves influencers, VIP customers and media receiving a gift-box including a traditional sized scratch card, with the new logo revealed through scratching off the old logo which is overlaid on top.

This card specification appears to be a fullwidth latex print with a single colour overprint and full colour print onto the artboard, it falls in our bespoke range.

The Rebrand

The new logo has been launched across its logo, packaging, store design and website. Browns collaborated with former Vogue creative director Robin Derrick to recreate their image.

He said: ‘Browns has a tradition of modernity and the new branding needed to reflect that past while emphasising the future. The bluntly cut serif logo is traditional but disruptive. We wanted to offset this with an elegant and modern feel to the printed material.’

Previously on Proactive Marketing we have spoken about the importance of a successful rebrand. Not just thinking about pretty design but also new services. Browns have simultaneously changed all online and offline elements as well as taking the brand in a more contemporary direction.

If you are interested in using scratch card promotion for an up an coming marketing campaign or relaunch please get in touch with one of our friendly team to discuss the best campaign design for your business. Alternatively download our quick start guide to printing scratch cards.