Looney Labs is the longstanding game development project of Andrew and Kristen Looney. The operation has existed in some form since the 80s — each expansion of the company’s offerings over the years brought partial brand evolutions. Updating and broadening the tone of the brand was an exercise in consistency. We worked to modernize and redefine the existing brand, without losing the sense of history in the creative. Our rebrand balances Looney Labs‘ beginnings as a mom & pop operation with its broadening presence in nationwide chains like Target.