"Set is an award-winning, visual perception card game that is played around the world. For a design exercise, I wanted to explore a contemporary direction for its identity and package. The beauty of this game is how the cards feature iconic shapes and colors that, in a way, become a powerful identity in itself. For the logo, I was able to arrange these shapes into the word "SET" while keeping to the game's definition of a set. For the packaging, I was inspired by the game's origin: it was created by a population geneticist as a tool to understand different gene combinations. The design's sterile and clean aesthetic is similar to the look of packages you may find in a laboratory."
Designed by San Francisco based designer Allen Choi