RE-PLAY is unaffiliated with Hasbro, Inc. and was created for educational purposes only.
THE PROBLEM:
Stemming from my experience at Hasbro, I found that although many of their face-to-face games target adults in terms of game play, they marginalize this audience through the youthful aesthetic of their packaging design.
THE SOLUTION:
To address the lack of aesthetic maturity that many of the face-to-face game packages reflect, I created a sub-brand of Hasbro Gaming that the adult brands can fall under. Though the game play will stay the same, the packaging of each game will be redesigned to create a unified, modern, and sophisticated aesthetic that will appeal to the adult consumer.
“Our focus [at Hasbro Gaming] is really how we can continue to make these brands relevant and exciting for consumers.”
Not only does the sub-brand provide uniformity in terms of brand equity, but it also allowed each game packaging to be redesigned in a modern, simple, unified manner. By doing so, and by redesigning additional game elements included in each game, REPLAY successfully appeals to the adult audience looking for a game that differentiates itself from games aimed toward children.
Explore my complete thesis process by clicking on the REPLAY button. You will find my step-by-step design process, interviews with Hasbro employees, naming exploration, and user personas.