BEEF

Brief

BEEF needed an identity loud enough for a fighting game built on rap beef: a mark that holds up on a store capsule, a T-shirt and a loading screen, and cover art that sells the fight before anyone presses start.

What we did

• Drew five wordmark families, from chrome blade letterforms to blackletter fire, drip graffiti, a sharp tag and a distressed stencil
• Pushed each family through colourways so the mark could flex between menus, merch and marketing
• Built six covers pairing the wordmark with the game's fighters, in halftone, threshold and heat-map treatments

Outcome

In development, with a playable Windows prototype on itch.io.