Unleashing the potential of ‘L-Antika’ : elevating the card deck experience

Abstract

The rise of innovation has brought a shift in branding, driven by the emergence of the contemporary customer. This study explores the evolution and effectiveness of branding in modern times. Specifically, bridging the generational gap and reintroducing traditional card games to today's youth. The study presents a fictitious brand called ‘L-Antika’, which aims to promote and celebrate traditional Maltese games, allowing today’s generation to appreciate leisure activities cherished by Maltese people in the past. The brand is envisioned as a seller of redesigned playing cards. A qualitative study along with primary observation were carried out in order to obtain personal opinions and test out how visuals are perceived. The results were integrated into the final project, which included a solid brand identity, a redesigned deck of cards inspired by the Maltese landscape, improved packaging, and a prototype application that provides easy access to the instructions of multiple card games while also serving as a method of archiving such games.