Client Partner
- Clever Noodle
Impact Areas
Services
- Brand Identity
- Brand Strategy
- Naming
- Logo Creation
- Visual Identities
- Brand Messaging
- Value Propositions
- Iconography
- Brand Guidelines
- Brand Website
- Information Architecture
- Content Development
- Website Design
- Brand Support
- Advisory Services
- Campaign Creative
- Illustration
- Copywriting
- Apparel
- Social Templates
Across the nation, only 30% of children read at grade-level by the time they enroll in third grade. Students simply aren’t getting the structured learning opportunities they need to make the leap into reading fluency.
Our client came to us with a big idea: Kangaroo Cravings, a tabletop game designed to help students develop their reading skills and have a blast in the process.
The founding team had a proven prototype, but lacked the brand infrastructure to bring it to market. They entrusted Neue Now with two mission-critical responsibilities: developing a name and visual identity for their business, and crafting an integrated Kickstarter campaign to make Kangaroo Cravings a reality.
Our partnership began with a deep-dive into the “why” behind the business, understanding how the founder’s lived experience as an educator and parent informed her product development process.
Following competitive research and internal brand strategy exercises, we crafted the name Clever Noodle to capture the inherent curiosity of childhood. This became the foothold for a dynamic brand identity, encompassing illustrations, animations, and a super-smiley logo.
When then turned our attention to the Kickstarter campaign, developing pricing strategies, promotional content, box designs, and an immersive campaign page with a matching microsite. The Kickstarter was a quick success, raising more than $65,000 from 531 backers to make Kangaroo Cravings a reality.
Today, Clever Noodle is a thriving board game company, including a portfolio of five learn-to-read games (and more on the way!).
Our client asked us to develop an identity that balanced fun for kids with trustworthiness for parents. The result? We call it the “Clever Noodle Doodle”, a smiley character derived from the wordmark that gives the brand a literal personality. Its energy is infectious!
In practice, the doodle becomes a cast of clever characters, bringing good vibes to each piece of branded material.
Kangaroo Cravings is a fun-filled game that accelerates reading education by improving reading fluency, word recognition, memory, concentration, and self-esteem.
When it comes to board games, the box is everything. It needs to stand out on a shelf and set expectations for the adventures lying within. We worked with an illustrator and printer to make the most of all six sides.
Making a splash on Kickstarter.
Kickstarter is a competitive, highly saturated platform. We leaned into the bright, playful spirit of the Clever Noodle brand to grab attention and get backers excited about the Kangaroo Cravings gameplay.
