DISCOVER PROJECT
VERSUS CLUBE
Versus Clube Branding
Creating a brand for Brazil's first premium board game club
SERVICES
BRANDING, NAMING, CONCEPT, PACKAGING, PRINT
Project Overview
Brazil's board game and RPG enthusiasts finally had a place that matched their passion: a premium club built for those who take their hobby seriously.
Board game and RPG enthusiasts in Brazil spend serious money on their hobby, but until Versus Clube, they had nowhere worthy of it. The existing options were uncomfortable, lacked quality food and drinks, and often felt makeshift. The client's vision was bold: create Brazil's first premium board game club, a welcoming hub where the community could gather, compete, and enjoy a truly elevated analogic gaming experience.
Approach
Team refining user journeys
The challenge was to build a brand identity that felt premium and modern, without falling into the tired clichés of dragons, wizards and medieval fantasy that flood the tabletop gaming niche.
The naming came from the competitive spirit at the heart of tabletop gaming. "Versus" speaks directly to that drive, and at the same time signals a break from convention, positioning the club against everything the niche had been up to that point. For the logo, I drew inspiration from the octagonal playing fields found across board games, applying that geometric language to the custom typography and the icon mark. The brand identity extended far beyond a logo. Working in close collaboration with the interior architect, every surface, material and spatial element was designed to speak the same visual language as the brand. Custom craft beer packaging was also developed, adding another touchpoint that reinforced the premium, unified experience Versus Clube set out to deliver.
Process
I was brought in from day one, shaping the brand strategy alongside the business concept, from the name through to the complete visual system.
The process began with an immersion into the board gaming culture: understanding the community's passion, their frustrations with existing venues, and the aesthetic references that resonate with serious enthusiasts. This research grounded every creative decision, from the typography to the spatial design language. With a clear strategic foundation, the work expanded into all touchpoints simultaneously: logo and icon construction, the full visual identity system, interior design direction in collaboration with the architect, and custom beer label packaging. Each element was designed to feel like part of a coherent, premium world, not a collection of disconnected assets.
Versus Clube set a new standard for the hobby in Brazil. A place that respects the game, the player, and the experience.
TEAM
The culmination of extensive research, creative design, and technical precision resulted in a user-friendly and powerful app. The designs exceeded EcoGrid Technologies' expectations, setting a new benchmark for smart home energy management apps.
