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HAIM SHAFIR
ISRAELI CLASSIC IN THE MODERN ERA
2528 website
The Shafir Games studio invents, produces, and markets only original board and card games for the whole family. Haim Shafir approached us with the goal of refreshing his visual and written brand language in order to unify all the games he has created over the years and continues to develop today. Following comprehensive work, during which we discovered the depths of the creative process, Haim Shafir was presented with a new, distinctive brand identity in the games and toys sector – an identity that retains both the inventor's personality and the intimacy of the games.

The new brand identity was inspired by the understanding that games create a personal connection between people. In today’s world, the desire for face-to-face interaction, enjoyable experiences together, and the chance to break free exist more than ever, and so the idea was born: simply be happy together.

The new language packages all of Haim Shafir’s games using one uniform design and offers a glimpse of the craftsman’s workshop as well as the game development process. Each box features its own unique game elements influenced by Shafir’s flagship game: Taki. Over the years, Taki has been given pride of place in Israeli and international games cabinets, and so this was the game that led the way to a design identity for all the other boxes. Today, thanks to this new brand language, the rest of Haim Shafir’s games have also received the same promise of quality and enjoyment: simply be happy together.

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