Description:

Joey is a new independent Australian board games company, founded on a mission to share a love of people, the planet and playing board games to affect positive change. We worked with the founders to develop their brand identity and packaging system.

Joey's logotype is made from toy blocks so in a simple way, it reflects play and possibility. It functions in horizontal and stacked formats on packaging and is designed to pick up the colour palette of the particular game when used on packaging.

An important part of the brand story is the Pouch—it represents curiosity, discovery and a treasure trove of fun and excitement. The Pouch is also where Jo, the mascot, lives; they help to share knowledge, show directions and explain game rules ... and take naps.