Case Study

BRKFREE

After Rival LA branded BRKTHROUGH in the US and helped create such an incredible demand for real life challenge rooms, it seemed only natural for one of the partners to expand to Canada and take the franchise worldwide. But they wanted a new, stand-on-its-own brand entity so it could have its own presence to feel fresh and exciting. Rival LA crafted this sibling brand with newly constructed elements and a new design system that felt familiar yet new.

BRKFREE’s brand is built on primitive shapes, patterns, and a bright fun color palette. The basic shapes come together in infinite combinations and echo the puzzles and gameplay in BRKFREE’s facility outside Toronto. Rival LA wanted to ensure the design system was always fun, always new and always different whenever you see it.
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The new brand is a huge success. BRKFREE hit the ground running in early summer 2024 and has been non-stop busy with players competing away ever since.

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