Lotto has been a household name in the Netherlands since 1974. Every Sunday, the familiar lottery machine beamed into living rooms all over the country. But times have changed, just like the lottery industry and Lotto’s target audience.
The Lotto brand was in need of a refresh.


Our main goals were to communicate just how accessible the game is and to change the public’s perception of the odds of winning.
The more numbers you get right, the more money you win.



Millford updated Lotto’s visual identity, allowing the brand to communicate its fresh positioning across all channels in a clear, distinctive and playful way. We presented the new look in a comprehensive toolkit, accessible to all agencies.


"Looking at our new logo and entire visual identity, I'm even prouder to be working for this iconic brand"

Michael Kastelijns,
Marketing Manager Lotto


Brand positioning
Assortment strategy
Logo design
Visual identity
Packaging design
New product development
Brand guidelines
In-store communication