Samuel Caldwell

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Well Played





BRANDING & VISUAL IDENTITY  |  2024



Located in downtown Asheville, Well Played is a board game cafe which serves as a place for friends and family to come together, put down their phones, and connect through friendly competition. Due to the highly successful nature of Well Played's current and playful brand voice, this rebrand is a refresh of their visual identity which focuses on addressing brand memorability, approachability, and excitement.



An integral part of Well Played is their diverse selection of board games, so, Well Played’s new identity is built around a tiling pattern of “building blocks” which are abstract representations of a classic and contemporary board game. To allow for seamless and infinite tiling, each building block is built on a 4x4 grid system.














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Samuel Caldwell
2025