Sportland Bowling & Carls Bar
Winner
Excellent Brands
Service Brand of the Year
Credits
Company / Customer
Agency / Design
Details
Sportland reached a turning point: bowling felt outdated, while CARLS Bar was set to launch alongside it. Instead of quick fixes, the brand system was rethought. Bowling was recharged, and CARLS Bar developed as a distinct, high‑quality sub‑brand. The Sportland logo was modernized and a concept created that lets both brands stand on their own while clearly belonging together. In the end, it’s simple: we didn’t just give the brand a new face — we gave it confidence, attitude, and a clear voice. That’s why Sportland feels like Sportland again: because this is where what you can’t design happens — conversations, closeness, shared experiences.
The Jury‘s Statement
By restructuring Sportland Bowling and Carls Bar, MAUSS BAU addresses a key service challenge: bringing together different usage motives within a clear brand architecture. The modernised parent brand, distinctive visual identities and precisely directed imagery give both offers an appropriate profile without losing their sense of family. The fact that design, space and digital touchpoints were developed in parallel ensures orientation not only in the brand presence, but throughout the entire visitor experience.
