Chaos Goblin Games
Brand Identity
Chaos Goblin Games is a tabletop gaming store that was created to give people a place to step away from everyday stress and just enjoy being themselves. In a world where some gaming spaces can feel overwhelming or unwelcoming – especially for women – this brand was designed to offer something different: a third space built on kindness, comfort, and joy.
Strategy & Creative Direction
The strategy for Chaos Goblin Games focused on how the brand should feel before anything was designed. During discovery, it became clear that many gaming spaces unintentionally create barriers – whether through visual clutter, unclear expectations, or aesthetics that feel overly aggressive or juvenile. Chaos Goblin Games wanted to do the opposite. The goal was to lead with kindness, clarity, and inclusion, while still keeping things fun, expressive, and full of personality.
Strategically, the brand needed to:
-
Feel approachable and safe at first glance
-
Welcome women and underrepresented gamers without excluding men
-
Balance playful energy with structure and consistency
Color & Typography
Bright, joyful colors bring energy and fun, while a balanced palette keeps the brand feeling cohesive.
Bold, character-driven type adds warmth and personality, supported by clean, readable fonts.
Together, the colors and typography help set expectations right away: this is a welcoming space that doesn’t take itself too seriously – but still knows exactly what it’s doing.
Supporting Elements
Playful characters and supporting elements bring personality to the brand while reinforcing a welcoming, fun tone.
Brand in the Real World
The identity was designed to scale easily across both physical and digital spaces – from storefront signage and window decals to in-store details and branded materials. Each application helps reinforce the same feeling: approachable, intentional, and genuinely welcoming.
The Result
The final identity gives Chaos Goblin Games a cohesive visual system that reflects who they are and what they stand for. The brand now feels clear and easy to recognize – creating a strong foundation for a growing community.
Final Thoughts
Chaos Goblin Games wasn’t about creating something loud or flashy – it was about creating a brand that feels safe, welcoming, and genuinely fun. This project reinforced why leading with strategy matters so the final result feels aligned, confident, and built to last.