The Bic Game
Physics-based mobile puzzle game turning BIC's iconic pen into an engaging brand experience
The Challenge
BIC needed a branded mobile game that goes beyond superficial logo placement—something that integrates the brand’s core product (the pen) into genuinely fun gameplay. The game had to appeal to casual mobile gamers while reinforcing BIC’s brand identity as a company rooted in writing and creativity.
The Solution
Created a physics-based puzzle game where players draw paths to guide a pen-ball to the pen itself. The mechanic is simple to understand but progressively challenging, turning BIC’s iconic product into the central game object. Players literally interact with the brand’s core value proposition—drawing and writing—through intuitive touch controls and satisfying physics.
Technical Approach
Built a clean, colorful visual system that aligns with BIC’s friendly brand identity while feeling at home in the mobile gaming landscape. Implemented smooth physics simulation, progressive difficulty curves, and level design that introduces new mechanics gradually. The drawing mechanic leverages mobile touch input naturally, making the game feel native to the platform.
The Impact
The BIC Game successfully transformed brand awareness into active engagement, giving users a reason to interact with BIC beyond purchasing pens. The physics-based puzzle mechanic proved addictive while keeping the brand experience positive and playful—demonstrating that branded games can deliver genuine entertainment value when gameplay is thoughtfully integrated with brand identity.
