Branding Kalooki
Exploratory Project
2024-present
About the Project
This project began as a project for a visual design and branding course I took. We were asked to created a brand for an existing or new product. I decided to create a brand for a Jamaican card game I grew up playing in my family. After completing the project, I decided that it was something I wanted to keep working on and developing.
Brand Personality
Kalooki is a fast paced game that encourages players to think strategically. This develops a sense of playful competitiveness among players that brings more life into the game. Kalooki thrives off of the players and their energy when playing. Because of this, our brand personality is:
Jester
Players enjoy and thrive off of competitive banter
Everyman
Everyone can play and enjoy Kalooki regardless of age or background
Sage
Winning each round requires players to think strategically
Logo
The logo is built upon the Luckiest Guy typeface.
Spacing added between each letter
Slight bulge to add character emphasizing the fun nature of the game
Spades symbol added to hint at this being a card game
Slight shear to the right to indicate the fast paced nature of the game
Tagline
Logo Variations
Color Palette
#D4C661
Kalooki Yellow
#AA9C49
Scotch Bonnet
#408E79
Kalooki Green
#2F6D5B
Bush Tea
#EDE8BE
Sandy Beach
#3D3939
Pimento
#2B2828
Kalooki Black
Our Pattern
The dutch pot, pear, mango, boil dumpling and waves are representative of the Caribbean.
Ackee and Lignum Vitae are the national fruit and flower of Jamaica.
Each object was designed to show the general shape and form so that all elements of the pattern could be visible when scaled down. It also allows
players to spend time guessing what
each element represents.
The heart, clubs, spades, and diamonds were added to the pattern to represent the suit of cards.
The shapes were arranged to form our pattern.
Sample Applications
Box Design
Game Cards
Scoresheet
Web Ad
Mobile App
Stickers