One of largest and oldest land casinos in the Caucasus region mulled over rebranding due to lack of visual consistency and essence. After interviews, workshops and STP analysis, we offered the “Luxury of Choice” as brand manifesto, while maintaining the ‘Golden Fleece’ legend as a creative direction. New brand book was created containing symbols, typography, visual style, guideline, around 60 different print materials and design concepts. We went fully into the roots, underlining the selfhood of one of the most renowned legends. What if we present Jason as Jack? Or the Queen as Medea? What if King Aeetes portrayed the king of the deck? The famed myths about argonauts commenced into the new rebranding and the story took its strand.