The excitement of embracing a whole new generation. And being embraced by them in return.
Gametraders wanted to increase its marketshare in the face of a new competitor, EB Games. While analysing their decline, Nicknack discovered that the brand had lost its appeal with the upcoming generation of gamers. Responding to this challenge, Nicknack developed a unique visual language that reinforced the language of gaming consoles, which had the added benefit of being flexible, thus allowing for longevity in a retail environment. From shop stationery and signage to posters and point-of-sale collateral, every item was strategically designed according to a well-defined set of brand guidelines. The rebranding exercise proved to be a major success since its roll out in 2006, with the number of franchises rising from 16 to 70 across the country. It also played a pivotal role in increasing audience numbers along with the company’s turnover.