To totally reinvigorate and reinvent a global classic, ensuring its relevance for today's consumers.
To produce a Brand Bible positioning document and full Style Guide, containing core pack, gameboard and licensed pack designs, together with merchandising collateral.
Initially, to identify three core sets of consumers and target each with a highly specific gameplay and graphic treatment.
Create a simple yet classic umbrella branding update which doesn't exclude established consumers yet stimulates new participants.
A full offering of graphic pack treatments, including affinity packs, together with instore and life style collateral, all reinforcing the brand's core values and personality.
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