
Zeebo :: Videogame Console Naming and Branding
TecToy, a technology and gaming start-up in Brazil, wanted to create a game console especially for young people in developing BRIC countries (Brazil, Russia, India and China), where popular game consoles like PlayStation and X-Box are simply too expensive for the average family. TecToy partnered with American mobile chip provider Qualcomm to develop an ingenious new game console with built-in 3G/4G mobile chip technology, enabling games to be downloaded and played over the air.
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TecToy asked our team to develop a new name, positioning, and visual identity for the console. We started with in-depth, multicultural market research to thoroughly understand the demographics and psychographics of teens and pre-teens in each of the BRIC countries.
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I led an exhaustive multilingual naming exercise, examining hundreds of possibilities before arriving at the playful name Zeebo, which tested well across markets.
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We developed an equally playful and whimsical visual identity for Zeebo, and applied it to the game console and marketing materials.



