Jogaderia is a young company that works renting boardgames inside restaurants.
Our mission was to develop an inviting brand identity, that shows how fun and simple can be spending time playing with friends.
We invited 72 people to answer a few questions to know their perception about boardgames.
46% Enjoys playing
They comprehend boardgames are a nice way to have group entertainment and fun.
54% Doesn't play
49% Thinks that boardgames are made just for children, so they doesn't fit teenagers and adults;
5% Thinks that boardgames are too complicated and boring.
Good attributes: Collective, funny, friendly.
Bad attributes: Complicated, Childlike, BORING, Slow.
We published a survey to know the how people react when they see common shapes to the universe of boardgames and when they see some abstract shapes that we could use in the logo.
We analysed the shapes that were related only with the good attributes in order to understand their similarities.
First group: The shapes are simple and belongs to simple and fast usual games.
Second group: The shapes have rounded corners. The third shape seems to be a group, however it keeps the simplicity.
General: Most of the shapes aren't conected, they are a group of objects together. There aren't symmetrical objects.
A playful logo that seems to be a boardgame path and also can be expanded.
IDENTITY IN USE