Royal Jester Games

The starting point was nostalgia. Research into the target audiences led to the idea of creating an anthropomorphic mascot with the feel of an 80s or 90s video game character. A simplified, cell-shaded style helped capture that retro gaming aesthetic while keeping the character versatile enough to work at different sizes and across different applications. The result was a character that could feel nostalgic to older gamers while remaining exciting and approachable to younger audiences.

The rest of the identity was built around the idea of the Royal Jester being two sides of the same coin. A crown represents the royal, while a bell-covered jester’s collar represents the jester, with both elements appearing throughout the identity. This thinking carried through to the circular logomark, which physically divides the two sides and creates a shape that works across stickers, tokens and medals. Supporting elements such as the warm, energetic colour palette, mascot-inspired pattern and editable Canva templates were designed to give Royal Jester Games a consistent system that could be used across marketing, events and merchandise without requiring specialist design software.

Since the rebrand, Royal Jester Games has seen a clear shift not just in the volume of opportunities, but in the type of opportunities coming their way. The business is now being booked for more events than ever before, including opportunities that were previously out of reach — from anime conventions and a metal band’s EP launch to a power metal festival and a council-funded HAF programme. The new identity has helped Royal Jester Games present itself as a recognisable, professional and versatile brand, opening the door to audiences and industries well beyond its original offering.