Bears are powerful, aggressive and built to last.

Black Box Computers was extending its product portfolio into the high spec PC gaming market. Realizing they were moving into new realm they understood the need for a whole new identity to speak to the new target audience.

By recognizing that the raw nature, aggression and character of bears is the very values that the gaming industry is built upon I created an aggressive bear head motif that would serve to be cornerstone of the brand; the patch on the sleeve, the badge of honor that comes with buying a high quality gaming PC from Black Bear Gaming. I then carried this identity system across their product portfolio creating sub-brands for each product and recognizing its individual characteristics and target audiences for each level of PC.

The motif and clean graphic elements are supported by strong, empowering typography and raw, distressed compositions of rugged landscapes.