GAME OF LIFE PACKAGING DESIGN REFRESH

Challenge

When Hasbro wanted to modernise one of its all-time classic games, Game of Life, it needed an agency that has a lightness of touch and knows how to protect and grow brand equity whilst boosting relevance amongst a new generation of board game lovers. The team knew that agency had to be Brand Britain, which has worked with Hasbro for over 30 years.

Approach

We began by delicately stripping back the distinctive brand assets and rebuilding them with a modern, relatable feel. Illustrations and graphical assets were given a complete overhaul to create a fresh look that still has clear visual links to earlier iterations so as to maintain brand recognition.

Result

The finished design – complete with evolved brand mark, up-to-date icons and fresh illustrations – has re-established Game of Life as a must-have in the games cupboard and paved the way for future brand development.

Looking for a packaging design agency with the experience to breathe new life into your heritage brand? Get in touch