How do we give our brand new life and energy?
HUB revived a classic.
After three decades, Balderdash had lost its footing in the board game market. Sales were dismal and the game couldn’t reach a new generation of consumers. Mattel was set to retire a classic. Enter HUB. We had three weeks to redesign the brand, packaging, and game pieces from scratch, and prove that Balderdash could be new and competitive again.
Working closely with Mattel, HUB led market research efforts to identify the core demographic to whom we needed to reintroduce the product. HUB defined the aesthetic shifts that would capture attention and drive conversion, crafting a strategy to reinvigorate Balderdash’s presence on retail shelves and ensure the game’s essence came to life through the artwork.
We explored the theme of “nonsensical realism,” a concept embodied through collaged curiosities and odd combinations that, when curated together, form a new “truth.” Part whimsy, part ridiculousness, the concept conveys storied sophistication.
HUB ensured the new brand voice was clear and present in every product detail, from the packaging to every game piece inside, developing an identity that is modern, sophisticated, clever, and eye-catching. After 30 years and a near-death experience, Balderdash is firmly back in play; recently the game was picked up by a new retail outlet.
Designed in Partnership with Mattel
Strategy, Concept, Illustration, Design, Copywriting, Project Management