Bethard had Dragomir Mrsisic as its brand ambassador — possible the toughest face in Sweden. The “toughness” besides the name “Bethard” and didn’t extend to the Bethards brands digital design and art direction. One of the biggest challenges was to create an edge and a reusable distinct design concept that stood out from its competitors and tied the brand together with its ambassador and making Bethard feel like “Bet-Hard”.

The solution was a tough, action-packed, challenging — but welcoming theme park world with explosions, tension building smoke, flying cash, dramatic lightning tilted action-giving text and a introduction to some brand persona based storytelling hosted by Dragomir Mrsic.

A tough action-packed

Bethard Theme Park world