Having toured internationally for years, Blanc de Blanc already had a loyal audience and a recognisable look. The challenge wasn't reinventing it, but turning the dial up. More fun. More energy. More champagne. More of the feeling that you've just stumbled into the best night out of your life.

The refresh included a new title treatment, key art, supporting imagery, and brand guidelines, all designed to help the show stand out in an increasingly crowded circus and cabaret market. Drawing on a new suite of photography, the campaign leaned into the show's particular brand of glamorous chaos, where aerialists fly overhead, champagne gets sprayed in your general direction, and audience members can watch the whole thing from a hot tub.