Sportland Bowling & Carls Bar
Winner
Excellent Brands
Tourism and Gastronomy
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Sportland reached a turning point: bowling felt outdated, while CARLS Bar was set to launch alongside it.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 repositioning Sportland Bowling and establishing Carls Bar, MAUSS BAU has restructured its leisure and gastronomy offering at brand level. What matters here is the clear architecture: two independent identities, connected through a modernised parent brand and a precise design logic. The visual distinctions respond to the respective usage contexts, from lively group experiences to a calm bar atmosphere. The work derives its relevance from its consistent implementation across spaces, digital applications and classic touchpoints.
