So Bam Fun
Experiential Events
Industry
Mahjong is timeless, but it hasn’t felt relevant to a new generation. So Bam Fun set out to redefine it as the ultimate it-girl hobby, transforming a traditional game into a modern social ritual. We built a brand that blends play, connection, and style, creating a system that feels as considered as it is effortless. Designed to live across events, content, and culture, the identity positions Mahjong as something people don’t just learn, but want to be part of.
CASE STUDY
Brand Strategy
Brand Identity
Digital Experience
Creative Direction
Our Role
Our Role
Brand Strategy
Brand Identity
Digital Experience
Launch & Growth
Industry
Experiential Events
So Bam Fun
Mahjong is timeless, but it hasn’t felt relevant to a new generation. So Bam Fun set out to redefine it as the ultimate it-girl hobby, transforming a traditional game into a modern social ritual. We built a brand that blends play, connection, and style, creating a system that feels as considered as it is effortless. Designed to live across events, content, and culture, the identity positions Mahjong as something people don’t just learn, but want to be part of.
Industry
Experiential Events
Brand Strategy
Brand Identity
Digital Experience
Launch & Growth
Our Role
CASE STUDY
THE IDEA
Mahjong has long been rooted in tradition, but its cultural perception hasn’t evolved with a younger audience. While interest in the game is growing, many experiences still feel dated, inaccessible, or disconnected from the way a new generation socializes. Clara set out to change that, reimagining Mahjong as a modern, social-first experience built around connection, style, and community. So Bam Fun positions the game as the ultimate it-girl hobby, creating a brand that feels fresh, aspirational, and relevant to today’s culture.
Mahjong has long been rooted in tradition, but its cultural perception hasn’t evolved with a younger audience. While interest in the game is growing, many experiences still feel dated, inaccessible, or disconnected from the way a new generation socializes. Clara set out to change that, reimagining Mahjong as a modern, social-first experience built around connection, style, and community. So Bam Fun positions the game as the ultimate it-girl hobby, creating a brand that feels fresh, aspirational, and relevant to today’s culture.
BRAND SYSTEM
The brand system was designed to feel as expressive and social as the experience itself. A bold typographic voice anchors the identity, paired with a playful icon and a vibrant, flexible color palette. Graphic elements draw from the shapes and rhythm of Mahjong, allowing the brand to move fluidly across touchpoints without losing its character. The result is a system that feels distinctive and ownable, balancing structure with personality while giving So Bam Fun the flexibility to evolve across events, content, and culture.
EXPERIENCE
The brand was designed to come to life through real-world experiences, not just visuals. From intimate game nights to larger-scale events, every touchpoint was considered to create a social, immersive atmosphere. Tables, materials, and environments work together to feel cohesive yet effortless, reinforcing the brand without overwhelming the moment. The result is an experience that feels curated but never staged, where the energy, connection, and personality of So Bam Fun come through naturally.
BRAND SYSTEM
The brand system was designed to feel as expressive and social as the experience itself. A bold typographic voice anchors the identity, paired with a playful icon and a vibrant, flexible color palette. Graphic elements draw from the shapes and rhythm of Mahjong, allowing the brand to move fluidly across touchpoints without losing its character. The result is a system that feels distinctive and ownable, balancing structure with personality while giving So Bam Fun the flexibility to evolve across events, content, and culture.
TACTILE
The tactile system brings the brand into the physical world through considered materials and object design. From printed pieces to custom elements, each item is designed to feel intentional in hand while reinforcing the brand’s personality. Texture, scale, and detail play a key role, allowing even the smallest touchpoints to carry meaning. The result is a collection of objects that feel personal, memorable, and naturally embedded within the overall experience.
The brand was designed to come to life through real-world experiences, not just visuals. From intimate game nights to larger-scale events, every touchpoint was considered to create a social, immersive atmosphere. Tables, materials, and environments work together to feel cohesive yet effortless, reinforcing the brand without overwhelming the moment. The result is an experience that feels curated but never staged, where the energy, connection, and personality of So Bam Fun come through naturally.
EXPERIENCE
DIGITAL
The digital system was built to feel immediate and shareable, reflecting how the brand lives in real time. From social content to web, the identity adapts to a range of formats while maintaining a distinct voice. Imagery, typography, and composition work together to create a rhythm that feels natural on screen, allowing each moment to stand on its own while still contributing to a larger narrative. The result is a presence that feels active, expressive, and rooted in culture.
TACTILE
The tactile system brings the brand into the physical world through considered materials and object design. From printed pieces to custom elements, each item is designed to feel intentional in hand while reinforcing the brand’s personality. Texture, scale, and detail play a key role, allowing even the smallest touchpoints to carry meaning. The result is a collection of objects that feel personal, memorable, and naturally embedded within the overall experience.
THE OUTCOME
The result is a brand that feels as social and dynamic as the game itself, while introducing a level of intention and design rarely seen in the space. It moves seamlessly between environments, from breaks and events to digital platforms, creating a cohesive presence that is both recognizable and adaptable. More than a visual identity, it establishes a foundation for the brand to grow, evolve, and define its place within a rapidly expanding culture.
DIGITAL
The digital system was built to feel immediate and shareable, reflecting how the brand lives in real time. From social content to web, the identity adapts to a range of formats while maintaining a distinct voice. Imagery, typography, and composition work together to create a rhythm that feels natural on screen, allowing each moment to stand on its own while still contributing to a larger narrative. The result is a presence that feels active, expressive, and rooted in culture.
THE OUTCOME
The result is a brand that feels as social and dynamic as the game itself, while introducing a level of intention and design rarely seen in the space. It moves seamlessly between environments, from courts and events to digital platforms, creating a cohesive presence that is both recognizable and adaptable. More than a visual identity, it establishes a foundation for the brand to grow, evolve, and define its place within a rapidly expanding culture.
"Working with Parachute Studio was one of the best decisions we made for So Bam Fun. They did an incredibly creative job bringing our vision to life and perfectly captured our target audience through the brand.
We constantly receive compliments on how polished and cohesive the brand looks, and I truly credit a lot of our success and early traction to their work. Couldn’t recommend them more."
Clara Sherman
Founder, So Bam Fun
