Tetris evolves into characters and content. Introducing the new brand: TETRIS FAB.

In February 2016, Dentsu Inc. signed a licensing agreement with Tetris Company for the commercialization and advertising use of "Tetris" in Japan. This led to the formation of the Dentsu Inc. Tetris Project Team. Tetris, known for its beautiful design and cool content, continues to entertain. This time, we introduce the concept behind its relaunch.

CD: Tomotomo Tanaka (PD Bureau), AD: Asako Taki (2CRP Bureau), CW: Sayaka Arimoto (1CRP Bureau), CP: Yasue Nakajima (3CRP Bureau / DCF)

≪Visual Production≫ Photographer: Akira Kitajima (SPUTNIK), Hair & MakeUP: Shinji Ikeda (mod'shair), Model: ARI, PhotoRetouch: Teruyo Murayama (foton), Designer: Sari Ogino (J.C.SPARK)

 

Updating the impression of "that game" many Japanese people remember, for greater freedom

Tetris was born in the 1980s and rapidly spread worldwide. You probably recall the experience of manipulating and combining those seven pieces called tetrominoes, or images of the screen and music come to mind.

While that "game impression" comes to mind instantly, overseas, it has been transformed into real products, adapted into films and events, and used as content in high-end brand promotions. This relaunch encompasses that world of content adaptation.

We felt the need to evolve our branding beyond simply "branding to get people to play," toward branding its growth as content. While keeping "that game" impression as the foundation, we aim to refresh the image—breaking free from the screen and embracing a liberated Tetris.

Delivering "beautiful design" and "fabulous content"

To start, the project team brainstormed ways to utilize Tetris.

We were a bit surprised by the sheer volume of new brand design proposals submitted by the team's art directors. Perhaps it's easy to conceptualize? It sparked imagination across products, events, and even virtual spaces. By "freely reconfiguring" Tetris's "minimal design elements," there's potential for complex forms, 3D structures, and even storytelling.

We then realized this potential holds a "characteristic quality" that remains intact even when handled with considerable freedom. While conventional branding often requires narrowing down an image and nurturing it without deviation, Tetris is more character-driven. It's better suited to branding by casting it like an actor across various stages, allowing it to express its "individuality and personality" suited to each context.

We created three key points and shared them with Tetris's rights holders.

① Evoke "character traits" alongside Tetris's design.
Beyond the minimalist, intelligent design of the seven Tetriminos, its core character essence is re-evoked through floating and shifting movements, free combinations, and sudden disappearances.

② Preserve the game's impression. Add an essential, fresh "vibe".
While firmly retaining the game impression at the brand's core, we added the brand's essential "cultural mood" to serve as a free axis.

③ First targeting adults, foreshadow the product lineup to come.
Create a sense of Tetris's potential adaptability not just to games, but to diverse communications and products.

Aim to gain recognition for the "Fabulous!" impression, starting with early adopters.

I felt the need for a label and concept tagline that unifies these three points.

That is:

TETRIS FAB

Wear Tetris. Taste Tetris. Decorate with Tetris. Tetris.

 

We established a label name that coexists with Tetris's own logo, incorporating "FAB" – a double meaning of the colloquial "Fabulous!" (like "That's awesome!" or "That's great!") and "fabrication". This tag will also serve as an official designation for Tetris products and communications as they expand in the future.

During the aforementioned new brand design meeting, the art director presented a rough sketch. That image depicted Tetris being worn. It became the key to the concept. That visual was also adopted as the key visual.

From Play Tetris to Feel Tetris, to Experience Tetris

First, collaborations with enthusiasts and cutting-edge brands could help expand the TETRIS FAB label.

In a few years, a Tetris movie is set to be released worldwide, and I fantasize that by then, a new world of Tetris will have expanded.