brand&deliver London

ABOUT

Background

Bombay is an exclusive digital and land-based casino for ultra high net worth individuals around the world. It delivers a personalised, extremely high-end VIP experience where users can interact with the same dealers in-person and online.

Using state-of-the-art technology, Bombay gives its users the best possible gaming experience online. They can enjoy authentic, effortless gameplay and single-touch interactivity across a full portfolio of casino games.

Bombay’s unique offer also includes a physical casino, hotel and yacht, giving their members and guests the ultimate gaming experience.

We worked with Bombay on a brand strategy and a development of their existing visual identity to align all of the different business streams with one vision, but also to give them a suite of tools and assets to make them visually stand apart.


Concept

The strategic and visual design system was based around the number eight, which has a variety of significant and symbolic meanings that align perfectly with the Bombay brand.

Eight is a symbol of infinity. It is often related to material wealth, money and success in business and it is linked to universal equilibrium and balance.

In Chinese culture, the number eight is considered the luckiest number of all, and is purposely worked into important dates, addresses and finances. The Beijing Olympics famously began at 8pm on the 08/08/2008.

The number eight is also considered a lucky number in Japan, with the symbol itself portraying the idea of growing prosperous.

The number eight also has significant relevance to the word Bombay itself. The present day city of Mumbai was built on what was originally an archipelago of seven islands. The Islands were coalesced into a single landmass by the Hornby Vellard engineering project in 1784. Eventually the islands were connected to mainland India via roads, trains and bridges. Eight elements making one whole.


Execution

Building on the concept of eight, we used octagons and eight pointed stars as our starting point to create a unique, continuous, mandala inspired pattern that can become Bombay’s signature and used across all of their brands. The continuous pattern is a constant reminder of perpetual change and being 'always on', a key principle for a global entertainment brand grounded within the online world.

To delineate the different sub brands we gave each a simple brand architecture, with their own distinct look but drawing on the existing masterbrand assets to ensure continuity for anyone interacting with the brand - movement through the brand's product offerings is intentionally smooth and but subtly different. The sub brands employ different colour palettes but remain tonally similar, and each sub brand explores the mandala pattern in their own unique way:

For the core brands - Bombay Live and Bombay Games - which focus on the online casino, the primary colour is the original and well-recognised black with gold as a highlight. The mandala pattern is always used on a large scale, as this area commands the largest audience and invites customers to build recognition with the design principles.

For Bombay Club, the primary colour is stone, inspired by the brick work of the hotel with gold as a highlight colour. A more specialised offering, the mandala pattern is used in a more reduced scale so the whole pattern can be seen. As this is in the physical world set amongst other businesses, we designed the Bombay Club style to be more subtle and reserved; oozing quality and exclusivity in a more understated style.

For Bombay Yacht, the primary colour is a dark sea blue to immediately reference the open water experience. The mandala pattern has been given a shadow effect and is used across to reflect the motion of waves, referencing the sub brands aquatic nature but acknowledging once more the flowing smoothness associated with the brand's service mantra.

MADEIT CREDITS

  • BombayClient
Annual 2023 BronzeBombay brand developmentBranding Project featured: on 6th July 2023 Contributor:

brand&deliver has been a Contributor since 3rd May 2017.

Invite x3

Bombay brand development

*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*

Comments