Game7 is a prestige men's grooming brand with roots in athletics and sports. The idea was to capture the intensity and prestige of a final championship game, and reflect that throughout the brand.

We started with a brand identity that captured that feeling; a strong, dynamic wordmark that is visually bold with contrasted round and sharp letterforms that reflect the world of sports typography. A custom shade of Green was adopted alongside a bold typographic system to further ground the brand in intensity and distinction.

We next developed a robust packaging and on-pack communication system to expand the brand identity into the innovation pipeline, supporting the initial seven products launching. Working with manufacturers domestically and abroad custom bottle forms, flexible tubes, and cartons were designed to support the innovation launch. The custom bottle forms reflect the brand identity by featuring an angular/slanted appearance that brings to life the dynamics of the brand in an interactive way for consumers.

A creative content library supporting the launch, website and social channels was developed through dynamic packaging shots, surreal environments spotlighting products as "champions", and a variety of imagery to support different communication needs.