Arcanium are a team of passionate designers, makers, and nerds (their words) on a quest to make innovative, beautiful furniture and accessories for the hobbyist in all of us. They make thoughtfully designed, sustainably-crafted, long-lasting pieces that allow your passions to complement–not compete with–your space. They approached Awake as they were preparing to launch their debut flagship product: the 260 Hybrid Table, which transforms effortlessly between a sleek dining table and a versatile gaming center.

Part of Arcanium’s self-proclaimed “nerd” status includes a strong connection to Dungeon and Dragons gaming. The very lengthy nature of a D&D game led to the creation of the debut table which allows the players to continue to use the dining tabletop without disrupting the play that is stored intact within. As non-gaming-savvy individuals a lot of time was spent upfront familiarizing ourselves with the world of gaming and investigating the competitive set.

Kevin and Ben are very marketing and design-savvy clients and because of this the process was very iterative and felt like a true partnership. Through the process of establishing a verbal identity we landed on the tagline “Design on a different plane” which so clearly speaks to what Arcanium is establishing in terms of their product designs as well as referencing the transformative panels of the 260 Hybrid Table.

Over the last year and a half we worked with Arcanium to create a brand identity that marries their love of mid-century modern (which inspired the aesthetics of the 260 Hybrid Table design) with board games of all kinds. A little bit 50s, a little shake of 80s nostalgia and a lot of modern impact. All with a colour palette that’s as flexible and impactful as the 260 Hybrid Table itself.