After 50 years of leading South Africa’s discount retail section, the Game brand had become synonymous with great value. But the brand itself had grown over time to speak to a very different target audience. A fresh, exciting and almost “edgy” visual language was required to position the brand to a younger audience. The visual language was built around a simple dot, but brought to life using half-tone patterns and graphic applications that had the dot as a focal point. The brand was rolled out across digital, physical and in-store platforms, including a full redesign of the in-store experience.