I worked with the founder of Goldielox Mahjong to bring her vision to life: a set of 43 tiles to capture elements of Jewish culture and weave them into a mahjong set. We went through many rounds of revisions with multiple manufacturers to settle on the final designs. Along the way I created multiple lasercut samples of different tile sizes and layouts, inking them by hand to ensure readability was high at the small tile size.
Design of the tileset
Below is a capture of the tileset, sized to the traditional Chinese mahjong sizing standard. We had originally made larger tiles, but moved to a smaller size to ensure players could use familial racks if they desired.
Final manufactured tiles
Below are some captures from Viv of the final tiles, as seen on the Goldielox Website.
The brand
The Goldielox brand features a set of vintage inspired badges in a 1950s style hand-lettered face. The brand was made to be flexible and expand or shrink in complexity to fill different spaces on packaging, walls, paper ephemera, or anything else the company might need.
Packaging and Inserts
Boxes were designed in three colorways, we approached the packaging design to be versatile for use in shipping or for in-store purchasing. Inside the boxes there would also sit some inserts featuring a welcome guide with storytelling around the tiles and suits, along with a handy mahjong hand guide to set the player up for an advantage.
Mat designs and 3d interactive table scene
I mocked up the initial tileset in 3D in Spline to have fun moving the tiles around and have some judgement of size in comparison to the racks and an underlying mat. You can see the scenes on the case study on website here.
Web designs
Even though web implementation was not part of the project, I created a set of initial designs for a small website for Goldielox. The final website was produced out of house.
