Critical Alcheme
Critical Alcheme is a groundbreaking, health-conscious gaming company that I conceptualized from a fictional brief. They’re gearing up to launch an energy and health supplement beverage specifically designed for convention and competitive tabletop, miniature, and board gamers.
Their mission is to support gamers by boosting mental and physical energy while enhancing the body’s natural defenses. What sets Critical Alcheme apart is their dual focus on energy and health, combined with their deep-rooted connection to the gaming community. As a passionate tabletop gamer myself, this project was a dream come true, allowing me to blend my love for gaming with creative design.
When I started, Critical Alcheme was just an idea. The brief provided the concept and target audience, but nothing else was established. My task was to build the brand from the ground up. This involved conducting market research, exploring the company’s identity, and creating a comprehensive visual identity and branding strategy that would include packaging, merchandise, and an example social media post.
Beginning The Journey
To understand Critical Alcheme’s identity, I facilitated a design sprint to pinpoint their target audience, mission, goals, voice, and tone. Their audience includes competitive gamers, casual players, and story-driven game enthusiasts.
The goal was to keep these gamers energized and healthy, preventing the dreaded “Con Grud” often experienced after gaming events. The strategy focused on balancing the adventurous and fun aesthetic of gaming with a health-centric look.
Inspired by the idea of a unique bottle design, I connected the brand to classic gaming characters like Wizards and Alchemists, turning the beverage into a “potion” that boosts the user. This playful yet practical approach guided all design and marketing decisions.
Rolling the Dice
The visual identity for Critical Alcheme leverages alchemist bottle along with elements that resonate with both health and gaming themes.
The icons combine 20-sided dice with symbols of health, power, and energy, using flat primary colors that signify the beverage’s benefits and are associated with one of the three flavors being initially introduced. The tone is adventurous, playing off the fun dynamics of role-playing games.
This combination of clean, minimalistic design with fantasy elements ensures a strong connection with the target audience, making the brand both relatable and exciting. Plus, the reusable bottles add an extra layer of appeal for gamers.
Setting Up the Board
The key deliverable here was the visual identity, including the combination mark, word mark, and emblem. My goal was to craft a look that gamers could instantly connect with while conveying health and energy in a fun and adventurous tone. This was achieved through a strategic blend of gaming aesthetics and health-centric visuals.
The font Lunar World Regular and Bold was selected for crisp lines with serifs reminiscent of cork bottles, combined with sharp corners and curved embellishments. The color palette includes Buttercup, Governor Bay, Alizarin Crimson, and Black, chosen for their simplicity and association with health icon hearts, energy lightning bolts, and drops of mana potion.
These elements create a distinct and recognizable brand identity that stands out in the competitive market.
Capturing Magic on a Bottle
For packaging, I designed mockups for the beverage bottles. These designs were crucial for making the product appealing and practical for gamers. The bottles, shaped like potions, were not only visually striking but also reusable, adding value for the consumers. At conventions, these eye-catching bottles would serve as both a product and a marketing tool, attracting attention and sparking conversations about the brand.
The Extra Pieces
The merchandise included enamel pins, apparel, and bags, all designed with the same adventurous aesthetic. These items were intended to extend the brand’s reach beyond the beverage itself. At conventions, the merchandise would help create a cohesive brand experience, allowing gamers to proudly display their connection to Critical Alcheme. The merchandise also serves as a conversation starter and a way to build community around the brand.
Conveying the Message
To enhance Critical Alcheme’s online presence, I designed initial social media posts that showcased the product’s benefits and connected with the gaming interests of the target audience. These posts were crafted to be engaging and visually appealing, aligning with the brand’s adventurous and health-focused message.
Design Can Make a Difference
Collaborations with clients have had a significant impact on their goals, helping them connect with their audience and communicate their mission.
Eric Atkinson
Creative Designer, Eric Atkinson Design
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