Betano Pokalen

Since 1954, Pokalen has been Denmark’s national cup competition, giving every team a chance. From local grounds to the national stage, grassroots clubs and top-flight giants meet in a knockout tournament where one match can change everything.

Good Habit Co. supplement packaging and capsule bottles
Good Habit Co. supplement packaging and capsule bottles
Green product packaging mockup for Good Habit Co.
Green product packaging mockup for Good Habit Co.
Good Habit Co. supplement packaging on a wooden tray with branded capsule bottles
Good Habit Co. supplement packaging on a wooden tray with branded capsule bottles
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Good Habit Co. supplement packaging on a wooden tray with branded capsule bottles
Good Habit Co. supplement packaging on a wooden tray with branded capsule bottles

The Danish National Cup – Pokalen – has been part of Danish football since 1954. An open knock-out competition where clubs from across the country get the chance to dream big, face the best and, on a good day, make history.

In 2026, as Betano took over from Oddset, we revisited the identity. Rather than simply adapting it to a new sponsor, the ambition was to strengthen what remains constant: Pokalen itself.

The new identity brings its Danish roots and more than 70 years of history to the foreground. Red and white create a distinctly national expression, while deeper reds, classical typography and the message “Drømmen lever – siden 1954” connect the competition today with its long tradition.

At the centre is the trophy. The cup symbol remains a constant, while a more flexible logo system allows sponsor and tournament to work independently. The logo is free to move within the layout, echoing the unpredictability of a finish – tucked into the top corner, placed tight to the post or driven straight down the middle. Dramatically lit trophy close-ups add atmosphere and prestige, shifting from recognisable to almost abstract.

The result is an identity built to live beyond a single sponsorship – contemporary across social, broadcast and matchday, while firmly rooted in the tradition of Denmark’s national cup.

Curious? Let’s talk.

We’d much rather hear what you’re working on than talk about ourselves. Get in touch and we’ll see how we can help. Whether it’s a new identity, a website, a campaign or ongoing design support, we are all ears.