Background
Million-life founder's idea of combining massage chair and claw machine (aka skill tester, UFO catcher) for arcade experience took off rapidly. The franchise was expanding fast in the major cities. I was tasked to design a simple and memorable visual identity that appeals to its audience.
Blue shop image credit: Tom He | Pink shop image credit: Greg Fonne
Image source: Elevate on Unsplash
Target demographic
Primary:
Young adults, group of friends and couples
16~24 years old
Secondary:
Families and professionals
25~45 + 6~16 years old
Logo Design
Visual identity was constructed from pre-existing elements of the shop. Inspired by stuffed animal, arcade joystick, and element of "chance" of the shop experience. The colour is predetermined to be turquoise and pink, matching the shop interior.
Mural Art
Cabramatta shop has a long, narrow corridor that could not fit in any arcade machines. I was tasked to produce artwork to populate the otherwise blank and stale wall to enhance the customer experience. As a result, it became a hotspot for people to take happy, just-won-prize photo.
Vector mural artwork for Sydney Cabramatta shop | Print & installation managed by Basalt Studio
Pink iteration
Wall mural at Gold Coast Harbour Town shop | Mural artwork is re-composed to be fit on pillar
Character design based on personnel in real life
Marketing & Graphic Design
Once the visual identity and design direction was set, the next step was to develop marketing strategy and develop visual collaterals. With the marketing team we implemented e-stamps and Silver Card system that proved effective for customer retention and long-term relationship.
Graphics for e-stamp promotion
Million-life Silver Card | physical metal cards
