BrandingWeb Design

Wagas

Brand identity and website

Visit wagas.be

Wagas is a competition: you take your chance on a prize, and a charity benefits. The brand puts it in one line, play to win, play to help. Two promises in the same gesture, one very concrete and the other more distant, which had to be connected in the imagery without the second one sounding like a sales argument.

Client
Wagas
Role
Brand identity and website
Year
2026
The starting point

The project did not start here: a first site had been commissioned from another team, with no interface or experience work, and above all no brand image at all. Everything had to be taken over. The tension was clear: a prize draw has to inspire trust before it inspires desire, and the prizes at stake, a car, a watch, a bike, computer equipment, called for a premium register that the cheerfulness could not contradict.

Wagas logotype in yellow on purple, the W drawn as a single looping stroke
Wagas icon, a yellow W in one continuous loop, centred on a purple background
White tote bag with the yellow Wagas logo carried on the shoulder, shown on a purple background
The approach

One ribbon, three roles

The ribbon is the centrepiece of the system, because it holds three roles on its own. It is the W of Wagas. It is the confetti that falls when someone wins. And it is the path linking every entrant to the projects being funded, from the prize to the charity and on to the people it helps. One shape, then, rather than a logo on one side and a set of graphics on the other: the link between the game and the cause is drawn, not explained. The logo itself is built on perfect symmetry, and its central axis carries the hardest promise a competition has to keep, transparency.

The yellow Wagas ribbon forming a loop on a purple background, with the logo's W as a watermark
Construction of the Wagas icon: the looping W outlined in yellow dashes, cut by a white axis of symmetry
Wagas palette: indigo, heliotrope, soft indigo, white, jonquil, soft jonquil, black and grey, with hex, CMYK and Pantone codes
Two purple Wagas business cards on marble, the yellow logo on the front, a tagline and QR code on the back
The Wagas home page on desktop: the headline "Une nouvelle façon de gagner" and a Rolex Submariner watch to win

The ribbon carries on wherever the competition shows up: large-format posters, cards, the tote bag, and the site where it guides the eye from one screen to the next. On a phone it is what holds the continuity between the prize you are looking at and the cause you are backing, even as the page scrolls. One shape across every surface removes the need to repeat the message: the link is seen before it is read, including by someone just passing through.

What was delivered
  • Full brand identity creation
  • Website, interface and experience rebuilt from scratch
  • E-commerce module and prize draw mechanics
  • Cards distributed in shops
Visit wagas.be
The Wagas home page on a phone: a watch to win, a gauge of vouchers sold and a €20 buy button
The Wagas website on a phone: the four steps to take part, an explainer video, then the choice of a charity
The Wagas website on a phone: the partner charities carousel, then the "Who are we?" section with the two founders
How we work

Before, during, after: the same method on every project

See our expertise · Art Direction, Branding & Naming Let's talk about your project
  1. Before

    Discovery

    We get to know the project, ask our questions and talk it through with you.

  2. Before

    Inspiration and direction

    We gather inspiration and set a direction with you, before anything gets created.

  3. During

    Creation

    The heart of the project, paced by regular back and forth with you.

  4. After

    Delivery and testing

    We deliver, then check with you that everything works.

  5. After

    Handover and adjustments

    We train you and help you get to grips with the material. Your feedback is taken on board to fine-tune it.

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