Simple Rules is one of the leading board game developers in Russia offering full-cycle game development, including the idea, design, editing, printing and distribution in specialised retail or hypermarkets' toy departments. We were inspired by our client's ideas and vision and we created a special manifesto of the first Russian B-corporation. We designed the manifesto where each rule has its own sign and colour scheme and parts of these rules were translated to the packaging.

The board games market is complicated and very cluttered - it is growing fast, it is easy to enter and produce generic games. The idea (mechanics) of the game is not subject to copyright and the shelves are full of bright, vibrant, loud packaging. It is also extremely difficult to compete with worldwide franchises like Monopoly or Disney / Pixar, Angry Birds and similar products. The main problem is that consumers often buy the illustrations and not the brands.

Our manifesto shifts the focus from illustration to branding. We were also inspired by the name of the company — Simple Rules, which initially hinted at the games' simple mechanics and ideas. It is now the keyword of the manifesto and brand vision. Packaging became more aggressive, but at the same time more meaningful, making connections between different games stronger and communicating our values, helping consumers make a more reasonable and conscious choice.