A brief history

Cromwell Mint Casino first opened for business in the early 1960s, located in the heart of South Kensington. Genting Casinos acquired it in 2006, becoming a key part of the company’s portfolio of London casinos.

Earlier this year, Genting Casinos began work on a multi-million-pound refurbishment and rebrand of the casino. The refurbishment was completed in October, making major upgrades to the gaming area, bar and restaurant.

Our challenge

Genting Casinos tasked Banana Kick with developing a completely new brand, from naming strategy through to visual treatment. The key aim to give the historic venue a more contemporary, prestigious feel.

After considering several naming options, Genting Casinos opted for ‘Forty Five Kensington’, a nod to the casino’s original name, ’45 Club’. With the name agreed, we then needed to create a new brand identity to put Forty Five Kensington at the top of London’s high-end casino market.

Made in Kensington

The result was a slick, two-tone brand style. The pillars, four silver and five gold, featured in the logo not only tie in with the new name but also represent one of the most recognisable architectural features on the streets of South Kensington.

With Forty Five Kensington operating in such a fiercely competitive environment, it’s crucial to stand out from other casinos. The new name, identity and brand strategy befits the elevated positioning of the casino in the London market. It all conveys an air of prestige and modernity without losing the personal touch.

The versatility of the brand style has already proven to be a success, as we’ve worked with Genting Casinos to roll out across in-casino menus, POS, animations and much more. This is just the start, but we’re excited to see how far we can take the brand.

We want to help Forty Five Kensington to become one of London’s premier entertainment destinations for many years to come.

Find out more about Forty Five Kensington on their website.

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