Balloon Glove4

Looney Labs

2015 | Branding, Packaging, Print, Video


Branding, Packaging, Print, Video

Looney Labs is the longstanding game development project of Andrew and Kristen Looney. The operation has existed in some form since the 80s — each expansion of the company's offerings over the years brought partial brand evolutions. Updating and broadening the tone of the brand was an exercise in consistency. We worked to modernize and redefine the existing brand, without losing the sense of history in the creative. Our rebrand balances Looney Labs' beginnings as a mom & pop operation with its broadening presence in nationwide chains like Target.

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Collateral ↓

We chose a cartoon-like style and bright color scheme to embody the company's fun, light-hearted tone. The new visual system ties in and updates elements from past iterations of the brand.  

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Videos/Animations ↓

OTHER produced and animated video bumpers to introduce Looney Labs video content.

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Game Box Designs ↓

OTHER continues the brand relationship by designing box art for popular Looney Labs titles.

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Social Media Content ↓

OTHER created supportive social media content for Looney Labs for Instagram campaigns.

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OTHER is the studio practice of award-winning art director and multi-disciplinary graphic designer, Eileen Tjan. Based in Chicago, OTHER bridges international aesthetics to deliver progressive design and branding services.

OTHER Studio

Founded in 2014, OTHER Studio pushes the boundaries of design and art direction to bring creative solutions to brands. The studio's mission is to provide contemporary design thinking, progress design culture, and to cultivate a collaborative creative community through events focused on arts, culture, and education.