Branding a games company with a mission. Reel in teens from their screens and reclaim your family time. It’s time for some serious play.

The Dark Imp is a board games company with a difference. Founded by a former teacher and educationalist, The Dark Imp aims to help parents bring boards games into family life as an antidote to online distractions and promote positive interactions and problem solving.

Given that the most resistant audience would be ‘teens on their screens’, The Dark Imp set out to be disruptive in order to catch their attention. Fresh Lemon proposed a brand personality that was unlike mainstream board games companies, would make a bold impact and had a little bit of mischief.

The ‘imp’ became the basis for the logo and packaging templates for the forthcoming games and puzzle box sets. The launch of The Dark Imp was further supported by the release of the founders’ book ‘The Board Game Family’, also designed by Fresh Lemon.

Scope

Strategy

Branding

Design

Packaging

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