ABOUT

BACKGROUND
GameStop, the world’s largest gaming and consumer electronics retailer, 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. WMH&I was asked to create a new brand for this range of high-quality yet affordable products that offer 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.

STRATEGY
WMH&I created the brand CANDY CON to up the fun of gaming by allowing players to mix and match the parts of their gaming controllers and customise them in irresistible hues. 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.

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.

SOLUTION
The 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.