Client
Steamforged Games
Year

2024

Disciplines
  • Concepting
  • Art Direction
  • Brand Design
  • Packaging Design
  • Retail Design

In June 2024, Steamforged Games announced the acquisition of the Iron Kingdoms universe from Privateer Press, including the fantasy miniature wargame Warmachine.

The brief for the newly acquired IP called for a complete brand refresh, with the objective of improving commercial appeal for retailers while modernising the visual identity without losing the established tone and character of Warmachine.

The timeline was tight. The new visual DNA needed to be defined, developed, and ready for launch at Gen Con 2024, just a few months after the acquisition was announced.

The brand identity was the first priority, beginning with a close examination of the core elements that defined Warmachine. The logo was refined to improve legibility and shelf presence, ensuring it remained clearly identifiable at distance, whether in independent hobby stores or at large-scale events.

A particular focus was placed on packaging, reimagining the previous approach to create a more striking and contemporary execution. The new packaging system was designed to reinforce the brand identity while showcasing the quality and character of the miniatures across the game’s factions.

The refreshed identity was then extended across retail display units, event collateral, miniature photography direction and composition, merchandise, and an expanded licensed product range. Each touchpoint was designed to feel cohesive and considered, helping to re-establish Warmachine as a confident and competitive presence within the miniature gaming market.

Re-arming the packaging

A key objective of the Warmachine rebrand was to elevate the retail packaging, making the product range more visually appealing and easier to navigate for consumers in-store.

Refining the logo

Steamforged Games inherited the original Warmachine logo from Privateer Press, requiring it to be evolved into a more contemporary mark. The new logo retains recognisable elements of the original design, while creating a form that felt bolder, clearer, and more distinctive.