For the latest and greatest in the most successful fighting franchise of all time, PETROL has created an arsenal of brilliant color, shock hits of violence, and thumping bass to communicate a celebration of TEKKEN. Armed with a powerhouse logo, vibrant key art and rhythmic trailers, we have a chance to broaden the appeal of a franchise long reserved for hardcore fighting fans.
Reinventing the brand identity of a franchise in existence for over a decade isn’t always easy. But thanks to the great cooperation and collaboration from Namco’s California and Japan divisions we were able to find a new style that incorporates the classic East-Beats-West style with PETROL’s original colorful spin.
Utilizing existing gameplay footage, PETROL has found unique rhythmic editing styles and thumping powerful music to create a party-like atmosphere unusual for the genre. By bringing to life the big violent hits, playful nature of the characters and opulent scenery we have communicated a fun, social experience, that breaks from the idea that fighting games are too complicated for the mass audience.
To showcase the big, eventized tone of our WE ARE TEKKEN campaign, PETROL’s design, illustration and production divisions tag-teamed a gigantic 200-foot banner to make a major statement at E3.
PETROL’s challenge: revitalize TEKKEN’s logo while maintaining the sharp, steely angles and kanji symbols that the brand is known for. Through a variety of new, modern color palates and textures, we helped add western appeal to a distinctly Japanese brand.
At E3, PETROL’s TEKKEN TAG TOURNAMENT 2 campaign lights up the streets with ten tour bus wraps, two ad vans and five car wraps including a Lamborghini and Ferrari.
