Tokens & Tales
Rebranding of an online board game shop
Industry
Online board game shop
Role
Freelance project
Branding
Logo design
Tools
Adobe Illustrator
Intro
A tale of tokens and games
Tokens & Tales is an online board game, RPG and game accessories store owned by board game lovers. With a curated selection of products, it aims to cater to all levels of gamers, focusing on the Portuguese and Spanish market.
The client was looking for a rebranding that made them stand out from the competition, and that matched their love for fantasy inspired board games.
The process
A taste of nostalgia
Ana and Miguel, the owners of Tokens & Tales, started this business because they spent many nights around the table playing, winning, losing, and having fun along the way.
We wanted the branding to take us back to a time where people spent hours sharing stories in community. With this in mind, I researched old fairy book covers from the early 20th century, and magazines and fantasy literature, board games and RPGs from the 80's and 90's, like Dungeons and Dragons.
It made sense then to create a custom typography logotype, handwritten at first with a calligraphy pen, inspired in the uncial calligraphy of the covers of books like the Lord of the Rings.
Primary version
Secondary version
Monogram
The font is inspired by the uncial calligraphy, but altered to appear more modern and be legible
“O” resembles a token, or a coin, with the added element in the center inspired by the ornamental elements in medieval manuscripts
Stacked layout resembles fairy tale book covers, or 80s/90s magazines and board game logos
The colour palette is reminiscent of the fantasy realm with its shades of forest greens and jewel tones, but using a bright lime green to add a pop of modernity
The distressed backgrounds with halftone overlays and octogonal and hexagonal shapes remind us of the old, battered and much loved board game boxes of our childhood
The outcome
A new home for new stories
After the rebranding, I've provided visual consulting and feedback on the new website for the client, resulting in a modern, sleek platform.