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Everyone can Play

Branding & Identity for Zupee

Zupee is India’s fastest-growing, skill-based gaming platform. With a keen eye on the proliferation of smartphone usage and increased penetration into tier 2 & 3 markets in India, Zupee is building inclusive gaming properties that engage and entertain a wider cross-section of users.

In a segment cluttered with competition, the Codesign & Zupee partnership resulted in building a brand identity that enabled strong differentiation with clear purpose. It brings alive the internal motivation to create ‘gaming for all’ with fresh, endearing exuberance across all the expressions of the brand—encouraging adoption, vitalising engagement and fortifying recall.

Scope

Brand Positioning, Identity Design—Visual, Motion & Sonic Identity


"When we started thinking about brand identity, we wanted partners who could understand how Zupee was uniquely different from others in the space and help with a brand identity that is representative of those nuances & differentiation. We're glad we chose the Codesign team to partner with us on this journey as they understood our brand ethos & purpose at a very fundamental level and helped create a positioning, identity & a system that is clutter-breaking, refreshing and something we absolutely love :)"
—Dilsher Singh Malhi, Founder & CEO, Zupee


Positioning—beyond the category staple
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Brand Core

While the mobile gaming industry in India has been prolific in terms of growth & new entrants, the brand narratives have been largely restricted to category staples of aggressive & adrenaline-rushing action, competition and winning. Zupee’s strong internal mandate to build gaming for all, inspired an approach that delivered the ‘fun’ factor while opening up an emotional space that was warm & inviting for a larger cross-section of users.

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Positioning snapshots: Making a case for different kinds of delight

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Positioning snapshots: Contextualising wins as reward for having fun

The new positioning for Zupee makes a case for delight—as a positive, fun-filled and cheerful pocket of experiences that is accessible anytime, anywhere and for everyone. It places the brand as a fun-filled respite, not harshly disconnected from everyday life, and inviting all with its ease and friendliness. The positioning is strongly backed by Zupee’s ability to deconstruct and re-engineer familiar classic games to create skill-based gaming applications.

Identity Design—A world of delightful play

The new Zupee identity is designed to break stereotypes of aggressive hustle in game-playing, with bold but positive and cheerful energy. A carefully crafted family of brand assets come together to highlight the differentiated brand take, and bring it to life. From colours to typography, from illustration styling to sonic cues, the assets provide functional differentiation to help the brand express itself across both marketing and product touchpoints.

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The Zupee Logo captures the exuberance of a delightful moment, with a peppy spark held by a bold Z letterform.

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The bright, cheerful Brand Colour Palette marks a strong departure from dark, intense palettes common in the segment.

The Motion Behaviour animates on-screen brand presence with its irrepressible cheerfulness. Drawing from the natural, jubilant motion of the confetti and spark brand elements, the motion behaviour for Zupee strengthens the recall of its brand assets and its light-hearted brand tonality.

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The primary Brand Font—Signpainter Slant adds a friendly, fun and human feel to textual content, highlighting the warmth & informal ease of the brand.

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The Spark & Confetti graphic elements bring alive the lively personality, and cue fun & winning across brand touchpoints.

The Sonic Logo & Sonic Cues for product bring alive the vivaciousness of the visual identity on screens. It reinforces the easy cheerfulness of the brand and acts as a brand reminder within game-specific experiences.

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Icon Style

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Brand Illustration Style

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L: Old Logo. R: New Logo.

Team
Siddharth Nair, Vishnu M Nair, Mohor Ray, Ved Uttam, Rajesh Dahiya, Videet Desai, Nikhil Ranganathan, Addikt