BRAND GUIDE
If UNO & Mario Kart had a card game baby. Hand-drawn in MS Paint.
01PHILOSOPHY
Imperfect hand-drawn maximalism. Everything looks like it was scrawled at 2am by someone who wanted to ruin a friendship.
ALWAYS
- Pure black background. Always preferred.
- Hard lines with thick, consistent strokes. No freehand variation in brush size.
- 3D depth via perspective angles, stars, hard shadows.
- Neon RGB screaming off the black.
- Chaos with a readable center.
NEVER
- Gradients. Any gradient — unless it's real-world (product photography).
- Corporate minimalism (90% of card games).
- Soft pastels, drop-shadow blur, glassmorphism.
- Rounded "friendly" SaaS aesthetics.
02LOGO
Skewed, hand-drawn, always outlined in white. Three approved bodies only.
PRIMARY — red body, white border, on black
WORDMARK + DESCRIPTOR — black on white, single color, no border
CARD MARK — icon, favicon, sticker
03COLOR
MS Paint 16-color palette, pushed to neon. Black is the canvas, white is the ink, red is the brand, everything else is a card.
RULES
- White text over black is always preferred.
- No gradient. Flat fills only. If it fades, it's wrong.
- Max 3 neon colors in one composition — the rest is black and white.
- Color is information: red = pain, green = win, grey = out of the game.
04TYPE
Display shouts. Titles punch. Body stays readable. Never let all three compete in the same line.
Custom hand-drawn face. Logo and hero moments only. Never for body copy.
Outline cut of the same face. Use over color, art, or the deck — never stack it on the solid cut.
All caps, tight leading, wide tracking. Box instructions use DIN Condensed.
Semibold, sentence case, short lines. Body copy never shouts — the titles do that.
05VOICE
Fewest words possible. Simplicity above all. Adjectives are only allowed inside jokes.
HOW TO WRITE IT
DO
- Pattern-disrupt in the first 4 words.
- Short. Blunt. Punchline last.
- Self-deprecate — "Karel's art peaked in kindergarten."
- Comparisons over descriptions: UNO × Mario Kart.
DON'T
- "Immersive," "premium experience," "elevate."
- Explain the joke. Ever.
- Three sentences where one works.
- Sincere adjectives outside a joke.
06IMAGERY
Real-world product photography is the one place gradients and soft light are allowed. Everything else stays flat and loud.
RULES
- Black or dark surfaces preferred — let the neon on the box pop.
- Hard light or direct flash is fine. No dreamy bokeh.
- Show the hand-drawn imperfection: scuffs, skew, chaos at the edges.
- Never retouch away the MS Paint energy to look "premium SaaS."
PACKAGING
PRODUCT SHOTS
MARKETING
07MOTION & AUDIO
Moves like a highlight reel, sounds like a casino just hit a jackpot. No smooth corporate fades.
MOTION
- Fast cut. Hard cut. No cross-fades.
- Keep the imperfections — jitter, overshoot, hard cuts.
- Cards snap, they don't glide.
AUDIO
- Clean dialog with Adobe AI Podcast Enhancer.
- Everything must sound extremely pleasing.
- Music: sports-network anthem. High tempo. Tastefully compressed. Vegas casino energy.
08CARD ARTSTYLE
Product-line reference. Each deck shares the same stroke logic and palette rules — only the theme changes.
ORIGINAL DECK
DARK WIZARD
MYSTERY
