Created by Danish carpenter, Mikkel Bertelsen, Klask has grown from garage project to cult classic in just 4 years. With over 500,000 units sold to date, the team behind the magnetic two-player table top game saw an opportunity to extend their offering further and expand their brand beyond the box.

Klask approached Leeds based branding agency Robot Food with plans to launch a new 4-player version of their epic magnetic battle and a brief for a brand redesign. One to better articulate the epic magnetic battle and engage Klask’s impressive global following.

Played in homes and bars across the world, Klask even boasts its own annual world championship held in a different city each year. Some fans have even gone so far as to immortalise the brand with tattoos of the Klask logo.

With such a loyal fanbase, the creative team wanted to retain recognisability while introducing a more coherent brand experience for players old and new. Robot Food chose to play with the brand’s existing equity and developed the hand-drawn logo as a natural progression, ensuring greater stand out and legibility. A subtle update in respect of inked Klaskers everywhere.

Klask is a game of quick hands and quicker thinking but the previous design wasn’t doing enough to capture the fun and energy of gameplay. With tactility and movement so inherent in the brand, the hand-drawn feel of the logo was instilled across all assets and photography was introduced to bring the game to life on pack. A suite of fun, informative illustrations was created for both on and off-pack to help simplify instructions and guide Klask’s global community.

Martin Widdowfield, Creative Director at Robot Food said, “I’ve always been a fan of Scandinavian design, so to be sought out for this opportunity is real honour for us. There was a disconnect between the hands-on fun of the game and the functional packaging and communication, so the team had a lot of fun in immersing themselves in the game and the world that surrounds it, and bringing it to life.”