And Then Card Game Design
Scope
Game Design · Packaging · Brand Identity
Client
And Then Games
Year
2024
Industry
Gaming & Entertainment
And Then is a premium social card game designed to spark genuine conversation, connection, and nostalgia among affluent senior citizens in club and lounge settings. The project covered the complete visual identity and product design—from the layout of the card faces and high-contrast typography to the physical packaging.
Driven by how the game would feel in the hands of its players, every decision bridges the gap between historical familiarity and contemporary luxury. The visual system modernizes the dated, gradient-heavy 3D aesthetics of the players' youth into a sleek, flat-design format using clever, offset geometric shapes. The final result is a highly legible, tactile, and playful product that stands out as a meaningful centerpiece worth gifting.
Context
The tabletop games market rarely designs with premium, aging demographics in mind, often leaving senior entertainment relegated to clinical or overly simplistic formats. And Then was conceived to disrupt this space as a sophisticated, nostalgic game specifically tailored for affluent senior citizens to play within high-end senior citizen clubs and social lounges.
The primary challenge was a delicate exercise in nostalgia and ergonomics. The product needed to evoke the fond memories of the players' youth without feeling dusty or outdated. It required an aesthetic that could bridge the gap between historical familiarity and contemporary luxury, establishing itself as a premium gift and a centerpiece for social connection. The design system had to feel inherently prestigious, deeply playful, and physically accommodating for senior players, ensuring that the unboxing and gameplay experience felt intentional, well-crafted, and worthy of its high-end setting.
Approach
The design approach centered on taking visual cues from the past and reinterpreting them through a modern lens. To honor the era the players grew up in—where design was heavily defined by 3D effects, heavy drop shadows, and dramatic gradients—the visual identity translates these elements into a sleek, contemporary flat-design system. By placing a solid-colored shape directly behind a primary shape and offsetting it slightly upward and to the right, the layout mimics classic 3D depth and shadow work using purely modern, flat geometry.
The entire focus of the physical product design relies on tactile execution. The packaging focuses heavily on simplicity, high-contrast legibility, and premium tactile quality. Card faces were engineered with large, clean layouts and structured typography to maximize visibility for senior eyes, ensuring every visual element reduces noise while retaining a distinct sense of heritage.
Outcome
The packaging was developed around a bold, matte yellow finish with considered typographic detailing. Card faces were designed for maximum legibility and tactile quality, using a structured layout system that made the game feel crafted rather than merely printed.
And Then launched with a distinct visual identity that successfully bridges modern luxury with nostalgic charm, creating a strong brand impression within premium senior clubs and the high-end gift market.
Credits
Creative Direction & Design: Arkin Samanta
And Then Card Game Design
Scope
Game Design · Packaging · Brand Identity
Client
And Then Games
Year
2024
Industry
Gaming & Entertainment
And Then is a premium social card game designed to spark genuine conversation, connection, and nostalgia among affluent senior citizens in club and lounge settings. The project covered the complete visual identity and product design—from the layout of the card faces and high-contrast typography to the physical packaging.
Driven by how the game would feel in the hands of its players, every decision bridges the gap between historical familiarity and contemporary luxury. The visual system modernizes the dated, gradient-heavy 3D aesthetics of the players' youth into a sleek, flat-design format using clever, offset geometric shapes. The final result is a highly legible, tactile, and playful product that stands out as a meaningful centerpiece worth gifting.
Context
The tabletop games market rarely designs with premium, aging demographics in mind, often leaving senior entertainment relegated to clinical or overly simplistic formats. And Then was conceived to disrupt this space as a sophisticated, nostalgic game specifically tailored for affluent senior citizens to play within high-end senior citizen clubs and social lounges.
The primary challenge was a delicate exercise in nostalgia and ergonomics. The product needed to evoke the fond memories of the players' youth without feeling dusty or outdated. It required an aesthetic that could bridge the gap between historical familiarity and contemporary luxury, establishing itself as a premium gift and a centerpiece for social connection. The design system had to feel inherently prestigious, deeply playful, and physically accommodating for senior players, ensuring that the unboxing and gameplay experience felt intentional, well-crafted, and worthy of its high-end setting.
Approach
The design approach centered on taking visual cues from the past and reinterpreting them through a modern lens. To honor the era the players grew up in—where design was heavily defined by 3D effects, heavy drop shadows, and dramatic gradients—the visual identity translates these elements into a sleek, contemporary flat-design system. By placing a solid-colored shape directly behind a primary shape and offsetting it slightly upward and to the right, the layout mimics classic 3D depth and shadow work using purely modern, flat geometry.
The entire focus of the physical product design relies on tactile execution. The packaging focuses heavily on simplicity, high-contrast legibility, and premium tactile quality. Card faces were engineered with large, clean layouts and structured typography to maximize visibility for senior eyes, ensuring every visual element reduces noise while retaining a distinct sense of heritage.
Outcome
The packaging was developed around a bold, matte yellow finish with considered typographic detailing. Card faces were designed for maximum legibility and tactile quality, using a structured layout system that made the game feel crafted rather than merely printed.
And Then launched with a distinct visual identity that successfully bridges modern luxury with nostalgic charm, creating a strong brand impression within premium senior clubs and the high-end gift market.
Credits
Creative Direction & Design: Arkin Samanta
And Then Card Game Design
Scope
Game Design · Packaging · Brand Identity
Client
And Then Games
Year
2024
Industry
Gaming & Entertainment
And Then is a premium social card game designed to spark genuine conversation, connection, and nostalgia among affluent senior citizens in club and lounge settings. The project covered the complete visual identity and product design—from the layout of the card faces and high-contrast typography to the physical packaging.
Driven by how the game would feel in the hands of its players, every decision bridges the gap between historical familiarity and contemporary luxury. The visual system modernizes the dated, gradient-heavy 3D aesthetics of the players' youth into a sleek, flat-design format using clever, offset geometric shapes. The final result is a highly legible, tactile, and playful product that stands out as a meaningful centerpiece worth gifting.
Context
The tabletop games market rarely designs with premium, aging demographics in mind, often leaving senior entertainment relegated to clinical or overly simplistic formats. And Then was conceived to disrupt this space as a sophisticated, nostalgic game specifically tailored for affluent senior citizens to play within high-end senior citizen clubs and social lounges.
The primary challenge was a delicate exercise in nostalgia and ergonomics. The product needed to evoke the fond memories of the players' youth without feeling dusty or outdated. It required an aesthetic that could bridge the gap between historical familiarity and contemporary luxury, establishing itself as a premium gift and a centerpiece for social connection. The design system had to feel inherently prestigious, deeply playful, and physically accommodating for senior players, ensuring that the unboxing and gameplay experience felt intentional, well-crafted, and worthy of its high-end setting.
Approach
The design approach centered on taking visual cues from the past and reinterpreting them through a modern lens. To honor the era the players grew up in—where design was heavily defined by 3D effects, heavy drop shadows, and dramatic gradients—the visual identity translates these elements into a sleek, contemporary flat-design system. By placing a solid-colored shape directly behind a primary shape and offsetting it slightly upward and to the right, the layout mimics classic 3D depth and shadow work using purely modern, flat geometry.
The entire focus of the physical product design relies on tactile execution. The packaging focuses heavily on simplicity, high-contrast legibility, and premium tactile quality. Card faces were engineered with large, clean layouts and structured typography to maximize visibility for senior eyes, ensuring every visual element reduces noise while retaining a distinct sense of heritage.
Outcome
The packaging was developed around a bold, matte yellow finish with considered typographic detailing. Card faces were designed for maximum legibility and tactile quality, using a structured layout system that made the game feel crafted rather than merely printed.
And Then launched with a distinct visual identity that successfully bridges modern luxury with nostalgic charm, creating a strong brand impression within premium senior clubs and the high-end gift market.
Credits
Creative Direction & Design: Arkin Samanta