Tetris - a brand so iconic it barely needs an introduction. Instantly recognisable the world over, the ultra-addictive puzzle game has been played, loved, worn, watched and enjoyed by millions since its creation by Alexei Pajitnov 1984. Forty years on, the game’s blend of intellectual sport and moreish simplicity continues to set the bar for puzzlers.

Sleek, fun and modern, our solution revamps the beloved game’s online presence with a fresh, ownable visual identity underpinned by the retention of the classic logo and core brand colours. We added a modern depth to the iconic brand by introducing Fluid-designed 3D Tetriminos featuring both matte and glossy finishes.

At the site’s heart is its most visited page - the classic, free-to-play original Tetris game. Retaining its hero spot, we leveraged our refreshed creative assets from the wider site to support the game’s UI redesign, ensuring the classic Tetris game experience aligned with the revitalised brand presence.

Partnerships and licensing opportunities are seamlessly integrated into the new layout, giving fans insight into the vast world of Tetris collaborations. To ensure users can easily explore and purchase Tetris-related products, we designed a robust tagging and filtering system making it easier than ever to navigate games and merchandise, while our dynamic hero section functions as a rotating slider highlighting key collaborations. Launching summer 2025, the site is a modern embodiment of the game, of its ever-growing global community, and of the family of products that make Tetris a modern-day icon.