Anomia

A hobby game with a storied legacy, rebranded for its big box debut.

Services

Branding
Illustration
Packaging
Brand Architecture

Summary

Anomia has a 17-year legacy built by Product Manager turned Game Designer Andrew Innes. With 2 million copies sold, it is ready for its next evolution as it moves from hobby game stores into big-box retailers, backed by the marketing power of The Op Games.

Teamwork across 3 companies will take a beloved property to new heights under new management.

A stack of game cards with blue backs showing a red exclamation mark and red backs with abstract designs.

Four wild cards with different colorful geometric symbols on a dark teal background.

Game instruction booklet for Anomia showing objective, contents, setup, and how to play steps.

Side-by-side images of Anomia game box before with blue background and after with colorful typography design.

Exploration

Rethinking the Iconography

The game relies heavily on quick recall of iconography through shape and color. Building a distinctive yet consistent iconography set was paramount to keeping the game's quick pace in place.

The iconography was built from letterforms and symbols to play into the recall of language/words as a core mechanic, along with becoming a distinctive brand motif.

Three cards with large exclamation marks on colorful abstract backgrounds on a teal surface.

Promotional Edition

Just in time for the game's big reveal at Gen Con 2026, a promotional edition of Anomia was crafted to get limited-edition cards into game enthusiasts' hands as the marketing push begins.

Billboard advertising Anomia promotional edition game at booth 143 with colorful geometric design.

Person holding a colorful tote bag with various overlapping letters on a concrete background.

Extension

From Rebranding the Original Packaging to Extending the IP

Over the years, the Anomia game has been modified and expanded into other iterations—for adults, for kids, and for large group play. Rebranding the original game was just the beginning of this IP refresh.

Available Anomia game box with colorful shapes, plus three coming soon editions: Party, After Dark, Kids.

A Partnership Across Teams

"There are no words to describe (IYKYK) how excited I am to get to work on this game and bring it to even more people! While the game is making its way out to retailer now, be on the lookout for some fun stuff we’ve got planned at Gen Con LLC in a few weeks.

Thank you to Andrew Innes for this opportunity to carry on the foundation you built!

And a special shout out to Jonathan Sollie and Jesse Lindhorst over at Friend & Fort for the incredible new artwork."

— Brian Greenwald - VP Marketing, The Op Games