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Global Rebranding of Game Phenomenon Minecraft Wins Gold at Cannes Lions


Branding agency Bold wins its first-ever gold at Cannes Lions for Minecraft's playful new identity

Global Rebranding of Game Phenomenon Minecraft Wins Gold at Cannes Lions

Founded in 2011, Bold Scandinavia / NoA is now one the largest and most awarded design agencies in Scandinavia, with their creative work being recognized by leading international industry awards. Back in 2020, Bold was tasked to rebrand the holding company of Minecraft, Mojang Studios. An identity that was awarded a Grand Prix at Eurobest and that received two Pencils in D&AD Awards. After this success, Bold was asked to rebrand the gaming studios number one brand, the global gaming phenomenon Minecraft. 

Since its creation in 2009, Minecraft has rapidly grown to become one of the world’s most popular games with over 132 million players each month, progressively outgrowing the world of gaming. Today, it’s a global entertainment franchise of similar complexity as LEGO. Slowly, the brand around the Minecraft games and experiences started to feel fragmented and without clear direction.

During a two-year process, Bold / NoA and the in-house team of Minecraft closely collaborated. Together, they’ve created an updated brand direction toward a complex yet playful identity for the whole franchise. It’s a design system and philosophy that pays homage to the game’s iconic look and quirky charm. The brand experience brings together all the many parts of Minecraft - including all games, products, website, merchandise, social media, festivals & events, toys, and partnerships. 

Now, the rebranding of Minecraft has been awarded a Gold in the prestigious industry award Cannes Lions, in the category ‘Design - rebrand/refresh of an existing brand’.

“It feels unreal, to say the least. I could personally never have imagined working with something this monumental when I first applied for a job within branding (that I didn’t get, by the way). We started working on this holistic brand two years ago, so this is truly magical. When I heard the news of our big win, I was truly touched” says Harry Elonen, senior brand manager at Mojang Studios. 

Oskar Lübeck, founder, and chief creative officer at Bold, comments, “I am so proud of the fantastic collaboration we have had with the team at Mojang Studios, the blocktacular work we have created together and of course my amazing team at Bold. Winning a Gold in the world’s largest creative award is a receipt that our work is being appreciated - not only by our clients but also our industry peers in jury's from across the world. It’s an enormous motivation for us to continue pushing ourselves, our work and our clients to be bold!”

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Categories: Sports and Leisure, Gaming

Bold, Thu, 23 Jun 2022 10:22:58 GMT