Client

King Games

Agency

BBH London

Period

2022

Candy Crush VIS-ID

For the Fun of it!

BBH secured an epic pitch win as the leading agency for the renowned game, Candy Crush.

The pitch requirements were to develop a brand platform, communications, and various forms of advertising. Our design ambition was to demonstrate to the client that we go beyond merely using the provided assets; we elevate them.

Candy Crush, with its 2010 aesthetic and association with Facebook mums, presented an opportunity for transformation. I envisioned elevating its look into a more iconic and maximalist space. By redesigning all the Candy Crush pieces in CGI, I moved away from the retro style of 2010 and incorporated game principles, such as the grid, into a fresh new maximalist context.

These revamped assets were then used across various executions for out-of-home (OOH) advertising and other touchpoints. The client highlighted that our ability to push design boundaries was a significant factor in our win, setting BBH apart from competing agencies.

 

Credits

Helen Rhodes: Executive Creative Director
Andy Cooke: Head of Design
Dillah Zakbah: Creative Director 
Adam Newby: Creative Director 
Andrea Ferrara: Artdirector / Designer
Sophie harper: Designer

Design Challenge

Redesign the Candy Crush pieces to be vibrant and modern, shedding the outdated 2010 aesthetic. Incorporate game elements such as the grid, characteristics, and movements, and elevate them into a maximalist aesthetic.

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