No joking around: Cheeky Bingo undergoes rebrand

The online bingo site, Cheeky Bingo, has gone through a brand revamp that included a logo and tone of voice change and website refresh.


The site’s new look is scheduled to be launched on 2 November 2021 and its aim is to offer the brand a modern look, and make it feel fresher and more relevant to today’s audiences and market; along with adhering to safer gambling guidelines.

The changes include switching the cheeky character from an obsolete emoji bingo ball to a fresh human version, a new pastel colour palette and a more mature tone of voice.

These updates, prompted by the constantly changing online bingo market, want to ensure the brand is not childlike in any way and are meant to prove Cheeky Bingo’s commitment to safer gambling.

The rebranding process was carried out by Entain’s internal Wave agency, with Niomi Fogdon as the Design Lead.

Fogdon commented regarding the inspiration behind the new look: “Only the cheekiest of glow-ups would do for such a fun brand, and I’m proud to be part of the team that has worked so hard to turn Cheeky Bingo into Cheeky Bingo!”

Kim Mills, Senior Brand Marketing Manager, commented: “We are thrilled with Cheeky Bingo’s new look and feel. The rebrand has been a drastic refresh and will really thrust the brand into 2021, making it feel relevant for today.

"We are also committed to safer gambling and our new logo and website style really demonstrate this. We are hugely excited to see what everyone thinks and are looking ahead to further growth in 2022.”

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