Willen Games



We were asked to create a confident brand identity that would appeal to the product’s dedicated user base, while being distinct from their competitors in the tabletop war gaming industry. The gaming industry is renowned for using dark colours and being masculine in look. We wanted to challenge that and design something which would appeal to new gamers.


Drawing inspiration from over 30 years of history, we took well-known elements of the tabletop gaming genre – a dice and sword – and incorporatedĀ them into a contemporary icon. These classic gamingĀ icons have been coupled with a bold palette of blues to ensure it appeals with younger audiences, as well as the veterans of the game.

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