European computer game retailer Game is to launch a sub-brand called Gameware, with naming and packaging design by ArtScience. The full-service creative consultancy was awarded the work following a three-way unpaid creative pitch in June.
The Gameware packaging will replace the company’s existing own-brand peripherals and accessories range, rolling out to UK stores in November.
‘We took a broad look at Game’s own-brand situation and found that it had become messier over the past few years and wasn’t looking as good as competitors’ own-branded products,’ says ArtScience creative director Peter Rope.
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