In 2016 before they became Onikuma Gaming, a 5-man team at an early stage e commerce startup startedselling gaming headsets on Amazon. Things were going well, but the team had nobrand or any way to truly stand out from their competitors.
This teamtasked Somos with building a unique brand to set themselves apart from theircompetitors in the increasingly crowded gaming peripherals space. This is thestory of how Onikuma Gaming was born.
Somos builtthis entire brand from scratch, starting from the brand name Onikuma Gaming, thestory and magic behind the brand, logo design, graphic design including aunique character IP, animated logo and Visual Identity (VI) guidebook, productand lifestyle photography, and a custom coded Shopify website.
By 2019, this 5-man startup grew to over 50 employeesand passed over $42 million USD in annual sales. Somos has grown with Onikumaover the years, and we’re thrilled to share our story.
We set out to give Onikuma Gaming nearly everything they needed to launch their brand, and succeeded in this challenge.
Certain aspects, such as the graphic design and VI guidebook took significantly longer than others, but we’ve put things here in chronologicalorder to showcase how we gave birth to this demon baby. The entirety of the project took 3.5 - 4 months to complete with all rounds of feedback and revisions.
It’s been fun watching Onikuma Gaming grow from their humble origins, and really rewarding to see how far they’ve come since the early days. We’re really excited to see what they do next!
Originating from the stylescapes we introduced early in our branding process, both teams knew that we were going to be drawing inspiration from Japanese culture. Of the concept ideas we gathered, both teams were especially drawn to traditional Japanese masks. Of the masks we reviewed, the one that stood out the most was the Oni (Demon) mask.
The Somos team created 4 logo concepts, inspired by the Oni mask. After deciding that some of our other concepts might be a bit too “edgy”, we settled on the first concept. After some slight revisions, we arrived at our final logo.
As we were well underway of creating a demon-inspired brand, red, white and black were natural color palette choices to reflect Onikuma’s strong presence.
With our logo, colors and fonts decided, we moved on to create a unique IP character for this brand. We were inspired by a lot of gaming references at this stage. After playing around with a lot of concept ideas, we narrowed it down to 2 choices for the character. Ultimately we settled on the “Engineer Onikuma” character. We created a main pose and 3 additional poses, 1 for each product line. With our character ready, we created some key visuals to showcase Onikuma in his natural habitat, for use on the upcoming website and brand materials.
At this stage, we had created the brand guidelines and an initial batch of intriguing visual content for Onikuama. All that was left to do is implement it on their new website and social channels!
With the brand guidebook finished, it was time to start prepping the remaining photo assets we would need for the website, as the brand’s existing white background Amazon photos would not produce the desired visual effect. We chose several products to create hero shots for and handled all shooting and post production.
Now it was time to take everything we had made and bring it to life in the brand’s custom coded Shopifywebsite. The sheer amount of content we made speeded this step up greatly.