GameStop is set to revolutionise the gaming controller market with the launch of CANDY CON, an innovative range of customisable controllers in vibrant colours and patterns.
Global branding agency WMH&I, together with its parent company BRANDED, devised the name, brand identity and packaging for CANDY CON. The agency also created the launch campaign across print, social media, digital and in-store with the tagline “CREATE. PLAY. REPEAT.”
GameStop, the world’s largest gaming and consumer electronics retailer, briefed the agency to build a new gaming accessories brand to make gaming even more fun. WMH&I developed its branding inspired by the pick ’n’ mix offer of a candy store, where you can mix and match your choices of sweets. The branding seeks to replicate the frivolity, colours and fun of the pick ‘n’ mix fixture.
We spoke to the team at WMH&I to learn more.
What was the brief for the rebrand?
To develop a new brand for a range of gaming accessories for GameStop. Key objectives included creating high-quality yet affordable products that offered extensive customisation options. The overarching goal was to move beyond traditional private label, and establish an own-brand experience that resonated deeply with the target demographic.
How did the initial pitch/brainstorming phase go?
GameStop is an existing client of WMH&I and its parent agency, BRANDED. The agency worked closely with the GameStop buying department on the development of early ideas.
Describe the purpose of the brand and its target audience
CANDY CON adds to the fun of gaming by allowing players to mix and match the parts of their gaming controllers and customise them in irresistible hues. The controllers have switchable accessories which bring the fun of a pick ’n mix candy store to the gaming controller. Gamers pick up a base unit and choose the colour and style of the face plates, thumb sticks and directional pads, and simply click them together.
Most gamers use expensive first-party game controllers provided by their consoles as their primary controller as it is optimised for their system. Cost-conscious gamers are looking for additional high-quality controllers to use with friends and family. CANDY CON offers a customisable, affordable, and easy-to-use option that allows them to reflect their personal style. The ground-breaking controller will initially be available for Nintendo Switch and PC gaming.
What was your thinking behind the rebranding solution?
Our approach aimed to transcend the conventional boundaries of private label by creating an own-brand experience that felt genuinely authentic and engaging. We conducted research and identified a significant gap in the market for casual "co-op" players, who prioritise social and immersive gaming experiences over technical specifications of a gaming controller.
Leveraging this insight, we crafted a brand identity rooted in joy and nostalgia, drawing inspiration from the pick 'n' mix candy store concept. This strategy allowed us to create a brand that not only met the functional needs of gamers but also resonated emotionally with their desire for fun and playfulness.
Did you learn anything new during the project?
Throughout the project, we gained valuable insights into the importance of cultural relevance and emotional resonance in branding. Our research highlighted that over 25% of purchasing decisions are influenced by cultural relevance, emphasising the need for brands to craft narratives that deeply resonate with consumer emotions.
This understanding proved instrumental in shaping our brand strategy and identity, ensuring that CANDY CON would evoke feelings of joy and excitement among its target audience.
What was the biggest challenge? How did you overcome it?
The gaming sector is not short of loud brands. We faced cutting through the noise in this crowded market and establishing CANDY CON as a distinctive and credible brand. To overcome this, we focused on understanding the unique needs and preferences of our target audience – casual co-op players. By prioritising customisation, affordability, and a playful brand identity, we are able to differentiate CANDY CON from competitors and create a brand that stood out in the market.
What kit/tools/software were used to create it?
Adobe Creative Suite
What details are you most proud of and why?
The turnaround of this project was extremely swift. Yet this did not limit the craft we put into this identity. We take particular pride in the meticulous attention to detail that went into crafting CANDY CON's visual identity.
From the vibrant colour palette to the playful patterns and customisable options, every aspect of the brand was carefully designed to evoke a sense of excitement and nostalgia. We believe that these details not only reflect our commitment to creativity and innovation but also contribute to CANDY CON's unique appeal and consumer engagement.
What visual influences fuelled your solution?
Our idea for CANDY CON was inspired by the immersive and sensory experience of visiting a pick 'n' mix candy store. We aimed to capture the whimsical and spontaneous spirit of this experience with a flexible design grid system using vibrant colours, dynamic patterns and iconography.
We also incorporated gaming references into the design system that are sometimes hidden, but gamers would recognise. By drawing on these visual cues, we sought to create a brand that felt inviting, joyful, and nostalgic – inviting customers to embark on a playful journey of self-expression and discovery.
What do you hope it achieves for the brand?
This is one of GameStop’s biggest own brand launches. Our overarching goal for CANDY CON is to strengthen GameStop's position in the gaming market and drive increased sales and brand loyalty. By offering a distinctive and alternative brand experience, we aim to attract a broader audience of gamers, including casual co-op players who may not engage with the brand as often.
Ultimately, we hope that CANDY CON will become synonymous with quality, personalisation, and fun – driving meaningful impact on GameStop's bottom line and brand reputation.
What would you do differently if you could do it over again?
Sometimes, you work on rare projects where client ambitions, agency creative vision and consumer need perfectly overlap. The close collaboration with the GameStop client meant we didn’t deviate from the concept, and realised what was the initial intent.
Credit list for the work?
Creative Director: Mark Nichols
Senior Designer: Kristian Shephard
Designer: Rachel Cottrell
Motion Design: Rachel Cottrell / Emma Robins
Copywriter: Ben Stewart
Director of Growth: Wybe Magermans
Strategy Director: Ben Stewart
Account Director: Rosie Brennan
Account Manager: Sol Rehibi
Post Production: BRANDED
Typographer: West One Arts
