strategy-first™ creative

Henselite

Synonymous with lawn bowls, Henselite has led the industry for over 100 years and gained global acclaim among bowlers of all levels.

Strategy

Despite their industry leadership, Henselite’s brand identity failed to capture the essence of their vision and the unparalleled precision they are known for.

To bridge this gap, Henselite engaged Sentius to reimagine their brand identity. The journey began with a strategy workshop involving the wider Henselite team to uncover and define the direction going forward. We delved into Henselite’s their significant history, local manufacturing process and partnerships with award winning bowlers. Inspired by their legacy and community of passionate bowlers, we set out to create an identity that resonated with both seasoned players and newcomers, of all ages.

+42%

Increase in new users

+5.4x

Total revenue generated

+144%

Website page views

Henselite needed an identity to resonate with seasoned players and newcomers, appealing to audiences of all ages.”

Thumbnail of Mark Brown

Mark Brown
Design Director
Sentius Creative

A comparison of Henselite's old logo design and new logo design by Sentius Creative

Brand Identity

In redesigning Henselite, the core challenge was infusing modernity into a brand steeped in lawn bowls tradition. We leveraged the distinct shape of a lawn bowl to create the H symbol, reflecting the precision Henselite is known for.

The result: a new identity that resonates with both seasoned players and younger audiences, propelling their legacy into an exciting future.

Made in Melbourne → Australia

Each set of diamond-turned Henselite bowls reflects a century of precision engineering. Hand-painted and individually tested for weight, bias, and balance, every set leaving the Melbourne factory represents unmatched craftsmanship.

Extended partnership

Following the success of the new brand identity, Henselite expanded their collaboration with Sentius to include apparel, packaging, and website design and development.

We categorised the merchandise and apparel into performance and casual lines, aligning the brand identity across both to achieve a cohesive and premium standard.

Website design & development

We custom designed and developed the new Henselite website to offer a brand-aligned, tailored experience. The site features a Custom Bowls section, allowing users to personalise their lawn bowl model, colour, size, grip, and emblem. To ensure each set is unique, we incorporated a library of hundreds of emblems, which is regularly updated.

The new website experience resulted in outstanding results for engagement and transactions.

+144%

Increase in pageviews

+337%

Increased conversion rate

+5.6x

Increase in transactions

Services

Brand Strategy

Brand Design

Graphic Design

Packaging Design

Website Design

Apparel & Merchandise

Campaign Creative

Team

Mark Fraser
Founder & Group CEO

Mark Brown
Design Director

Mel King
Senior Director – Digital Projects

Lauren Mills
Head of Design

Sheng Yi Lee
Senior Digital Designer

Vivi Au
Digital Designer & Automation Specialist

Emily Johnson
Senior Writer & Team Lead

Christian Roth
Head of Partnerships

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