King — Creating a new category to supercharge success
Bitesize brilliance
Bitesize brilliance
King, the masterminds behind smash hit games like Candy Crush and Bubble Witch, began their journey as a mobile gaming development company. But we knew they were destined for much more, so together we created the ‘snackable entertainment’ category for King to lead and own.
Our business-defining idea and brand north star was ‘bitesize brilliance’, a culture-wide philosophy that guides everything from small brand actions through to business-wide strategies – including the company’s IPO.
To bring ‘bitesize brilliance’ to life, we worked closely with C‑suite leaders and teams across their global offices. Together, we created a new logo, featuring unique and ownable typography in the shape of a crown.
We pulled characters from King’s most famous games, blowing them up in a huge takeover of London’s Tube Network and the Game Developers Conference in San Francisco. And we used the north star of ‘bitesize brilliance’ to define the business’ culture, (from keep meetings ‘bitesized’ to ensuring work is ‘brilliant’) and drive the future development of new games.
Following an IPO of $7bn, King was acquired by Activision Blizzard in one of the single biggest deals in the history of the gaming industry.
King now has a stable of titles in the top 50 grossing apps worldwide and a loyal fan base of over 200m users a month.
Our relationship continues to go from strength to strength as we dive into the King portfolio, including realising the rebrand of Royalty, Candy Crush’s loyalty app. Today King is so much more than a gaming company, it’s an entertainment leader that’s shaping play, filling the world with joy and redefining how much fun it’s possible to have on your phone.
As part of our ongoing relationship with King, we rebranded Candy Crush’s loyalty brand, Royalty. Candy Crush’s most loyal fans deserve an elevated interpretation of the Candy Crush world, that feels both premium and playful. Our creative idea is ‘the art of play’, which comes to life through a delicious wonderland of sculptural jewels, intuitive design and irresistible writing.
