Brand awareness tested with new board game Eye-dentity

Simon Wilson, director of Twyford-based consultancy Design Directions, has created a new board game which tests players’ knowledge of brands.

Eye-dentity features a series of double-sided cards, which show famous brands with the lettering removed. The player has to guess what the brand is, often using just the background colours.

Wilson says he came up with the idea for the game after giving a talk on the design industry to a group of sixthformers.

As part of the talk, he held up cards with logo designs on them and asked the students to identify them. ‘The kids totally loved it,’ he says.

More than 300 brands are featured in the game, from Coca-Cola to charities such as the Dogs Trust, and all the main British political parties.

Wilson spent around two years developing the game, and spoke to every brand involved. None of the companies were charged or paid to have their identities featured in the game.

Eye-dentity is being produced in the UK by Xanadu, a company set up by Wilson, and will be available next month, with a website set to go live this week.

It will be launched in retailers, including Hamleys and The Entertainer, in the autumn.