Branding and Collectible Packaging Design
Apex Underground is a conceptual arcade street racing game inspired by early-2000s underground car culture, created to reintroduce the excitement of physical gaming through a modern nostalgic lens. The project focuses on developing a cohesive branding and packaging system for a premium game bundle, combining collectible merchandise with a bold visual identity rooted in speed, rebellion, and urban nightlife. Drawing from graffiti, street racing aesthetics, and arcade-style gameplay, to create a unified design experience that feels both emotionally driven and stands apart from today’s realism-focused racing titles.
Client: Nintendo
Project Year: 2026
Role: Branding, Art Direction, Die Line Creation, Package Prototyping
Deliverables: Logo design and iterations, brand system, artwork, and assembled package.
Collaborators: Staples Printing Center. AI Enchantment View PDF References.
Disclaimer: All third-party logos are property of their respective owners. Used for educational purposes only; no affiliation implied.
Challenge
Design a cohesive brand and packaging system for a arcade racing game that stands out in a market dominated by realism. To capture the energy and emotion of early-2000s street racing culture while creating a modern, premium product that feels collectible and meaningful to a younger audience.
Strategy
Developed a bold visual identity rooted in graffiti, high-contrast colour, and urban textures to reflect underground car culture. Extended this system across logo design, packaging style, and bundle elements to create a unified experience, focusing on nostalgia, clarity, and strong visual hierarchy.
Take Aways
Strengthened skills in building a full branding system across multiple touchpoints. Gained experience designing for emotional engagement, balancing nostalgic inspiration with modern execution, and creating a concept that feels both expressive and commercially viable.
