Riddle

Classic thinking games are quietly becoming a thing of the past. The young audience grew up inside screens and lives at a different pace — and boxed puzzle games, for all their depth, read as something their parents played. The opportunity isn’t to fight the screen. It’s to meet this generation where their curiosity already lives, and give analog thinking games a reason to feel current again.

Puzzles you hold in your hands, play on your phone. Riddle is a line of tactile thinking games with a digital layer built in. Every box is a physical puzzle — and a scan brings it to life on the phone, extending the challenge instead of replacing it. The positioning is one promise: simply smart.

The logo is an impossible cube — a shape that keeps reorganizing the longer you look. It’s an optical riddle in itself: the mark is the product. Built on an isometric grid in the brand’s four primaries, it flexes from a tight logomark into patterns, characters and type, so the whole system grows from one geometric rule.

A custom Hebrew display face is drawn from the same cube module as the logo — letters assembled from facets of red, blue, yellow and cyan. A repeating isometric pattern carries the identity across every surface.

The same cube that builds the logo builds a cast of 3D characters — each a stack of the brand’s primary blocks, each with its own personality. They turn an abstract system into something a kid wants to pick up. Modeled and rendered to live across packaging, the app and the campaign, so the physical game and its digital twin feel like one world.

The campaign turns advertising into a demo. Out-of-home posters carry one instruction — just scan — and the QR becomes the first move of the game, pulling the Riddle characters off the wall and into an augmented-reality experience on the phone.