01
Visual Identity
Created the Funwe identity direction through logo design, color tone, typography, and visual style to establish a recognizable brand personality.
Case Study
Funwe – Brand System & Product Experience
A conceptual brand-to-product system for an entertainment brand, connecting visual identity, print materials, packaging, and user-facing card game components into one cohesive experience.
Overview
Building a unified brand-to-product system
Funwe is a conceptual brand identity project focused on creating a playful and recognizable visual system for an entertainment company and its card game product, Secret.
The project includes logo design, brand manual layout, business cards, posters, packaging, game cards, board design, and manual design. Instead of treating each item as a separate graphic, I designed them as connected parts of one system that moves from brand identity to product experience.
The goal was to create a consistent brand experience across corporate identity and product touchpoints, while keeping the game materials readable, engaging, and easy for players to recognize and use.
Project Type
Brand + Product
A brand and product design case study combining visual identity, printed materials, packaging, and user-facing game communication.
Design Focus
Visual System
Developed a consistent visual language across logo, typography, promotional materials, packaging, game cards, board layout, and manual design.
Tools
Software
Adobe Illustrator, Adobe Photoshop, and Adobe InDesign.
Challenge
Connecting visual identity with product usability
The main challenge was making the Funwe brand feel consistent across different formats. The system needed to work not only as a company identity, but also as a playable product experience for the card game.
Each design piece had a different purpose: the logo introduces the brand, the business card supports professional communication, the posters build visual tone, and the game components need to be clear, scannable, and usable during play.
This required a balance between visual creativity, practical readability, and product clarity, especially for the manual, cards, board, and packaging.
Process
How the system was developed
The project was organized around three connected design goals: visual identity, brand consistency, and product usability.
02
Print Applications
Applied the visual system to business cards, posters, and brand manual layouts so the identity could remain consistent across communication formats.
03
Product System
Extended the brand into the card game product, including packaging, game cards, board design, and manual design for a complete user-facing product experience.
System Components
What the project includes
- Company logo and visual identity direction
- Brand manual and layout system
- Business card and promotional poster design
- Card game logo and product identity
- Packaging, board, game cards, and manual design
- A cohesive visual language across brand and product materials
UX Connection
Product Experience
Although this is primarily a branding project, it also connects to UX thinking through readability, rule clarity, visual hierarchy, and the way players interact with the manual, cards, board, and packaging.
Selected Outputs
Brand, Print, and Product Highlights
Selected visual outputs showing how the Funwe identity extends across corporate identity, print materials, packaging, and game-related product design. Click each image to view a larger preview.
Business Card
Corporate identity / print touchpoint
Corporate identity / print touchpoint
Game Manual
Instruction layout / readability
Instruction layout / readability
Poster Series
Promotional design / brand tone
Promotional design / brand tone
Game Logo
Product identity / visual mark
Product identity / visual mark
Game Board
Board layout / game experience
Board layout / game experience
Game Cards
Card system / product design
Card system / product design
Outcome
A cohesive visual and product experience system
The final system presents Funwe as a cohesive entertainment brand with a clear visual personality and a connected product experience. The project demonstrates my ability to build a design system that works across brand identity, print, packaging, visual hierarchy, and user-facing product materials.
