PAC-MAN WORLD 2 Re-PAC

From arcade cabinets to Saturday morning cartoons, PAC-MAN has been a global icon for over four decades - instantly recognisable and loved by new generations year after year. But among fans, one title in particular has always stood out. Since launching in 2002, PAC-MAN World 2 became a cult favourite and the source of constant chatter: it was the one fans wanted remastered, the one they never forgot.

When Bandai Namco finally announced its return, the community went wild - their wish was granted. So it was an honour when the team turned to Fluid to build the brand identity for this long-awaited revival. Our creative partnership with Bandai Namco stretches back across multiple projects for both the US and Japanese offices, but even so, being asked to take on the brand identity for this beloved title was a responsibility we didn’t take lightly. The goal was clear: respect the legacy, honour the DNA, and reintroduce this new iteration with branding and key art that resonates just as much with lifelong fans as it does with new players.

The Bandai-Namco team had a vibe in mind: part American diner, part playful Americana, part “Welcome to Miami” postcard, all combined with the sense of pure joy the game has always stood for.

Starting with that spark, we set about building the brand world from scratch. Lead by the insanely talented Faye, we illustrated ghosts, reimagined the characters, and created six unique brand visuals, even incorporating our own work on the PAC-MAN 45th Anniversary style guide for that authentic heritage nod.

The result is a brand identity, and four stunning key arts which ooze PAC-MAN’s irrepressible fun and happiness, each filled with colour, warmth and affection. These illustrations showcase the beloved game’s characters in fresh contexts and finishes, while capturing the environments and atmosphere that fans loved so much.

To celebrate launch, the artwork was printed as a limited set of special edition postcards and shared across socials. The reaction was immediate and emotional: fans went wild, celebrating not just the game’s comeback but the authenticity of the identity Fluid built around it. Those illustrations became the foundation for a broader brand toolkit, proof that when you listen to the fans and honour a legacy with genuine care, the results speak for themselves.