BoardGains: Starter Edition
Packaging
Graphic Design
BoardGains is a fitness-focused board game that combines physical activity with gameplay, encouraging players to stay active while having fun. During my field placement, I worked closely with them on a range of design and marketing initiatives, including a complete packaging redesign for their Starter Edition game. This project aimed to make the game more appealing to younger players and first-time users while staying true to the brand’s core mission of promoting movement and healthy habits. One of the main challenges was establishing a clear creative direction, as the existing brand identity was minimal, fitness-oriented, and primarily targeted toward a more mature audience.
Through research and concept development, it became clear that the packaging should showcase the game in action while appealing to children, students, and families. The final direction featured a vibrant illustrated scene of friends from different age groups actively playing the game and completing exercises together. The playful visual style helped communicate the social and active nature of the product while creating a stronger connection with its intended audience.
The redesign extended beyond the front cover to include a fully restructured back panel that highlighted the game's key features, contents, and gameplay instructions in a clear and accessible layout. As part of the project, the BoardGains mascot, Gainsy, was also redrawn, refined, and vectorized to better align with the updated visual identity. The result was a more engaging and marketable package that successfully introduced new players to the BoardGains experience.
