Much Ado’s branding feels modern yet playful. For the logo, the word “Much” uses a custom typeface and the word “Ado” is made up of a building block, a puzzle piece and a timer. These are three game pieces that are generally recognisable yet not uniquely linked to a single game, unlike a chess piece or Scrabble tile.

The colour palette is eye-catching but not overly bright. The organic lines and handwritten look of the custom typeface give it a bouncy and playful feel.

For the “Doodad” loyalty card, I’ve simplified the shapes from the word “Ado” in the logo while incorporating the original logo in one of the O’s. For the coaster, these overlapping shapes form the background.