DRAUGHTS London
Branding & Logo Design for DRAUGHTS London
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problem
In 2013, Draughts set out to launch London’s first dedicated board game café — but the concept was entirely new to the city. To secure crowdfunding and public attention, the founders needed a strong visual identity that could communicate warmth, community, and credibility before a single table or game was in place.
solution
I created a clear and modern brand identity centered around the simple, playful idea of “connection through games.” The logo and design system were built to feel both social and sophisticated — adaptable across digital, print, and physical environments. The new identity became a key storytelling tool during the Kickstarter campaign, featured in promotional materials, membership cards, and early communications. It gave the project a professional yet inviting look that made the concept instantly tangible and trustworthy to potential backers.
The campaign reached its funding goal, and Draughts opened its first location in London shortly after.
Today, Draughts operates multiple cafés across the city (Waterloo & Stratford), with the original branding still forming the foundation of its visual identity — a design that helped turn a niche idea into a lasting community brand.
year
2013
timeframe
10 days
tools
Adobe CC
category
Branding and Identity
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