Injoy VR

Developing a brand for a virtual reality space

The client had a dream: to create a place where everyone could find themselves and experience different emotions through virtual reality. However, there was no understanding of the market, trends, and technologies. So we started developing the project from scratch. There was only the name Injoy, a combination of two words “In Joy”.

Here's what we did:

Positioning

Communication and slogan

Brand identity

Website

About the project

Injoy VR is the biggest virtual reality space in Ukraine: 268 square meters of gaming experience, 18 gaming seats, and more than 80 popular games.

Driving and flight simulators, separate 3 zones – “cubes” for multiplayer for 4 people, a plank simulator, a shooter simulator – all this gives a person the opportunity to travel anywhere without leaving their seat.

Positioning

After analyzing competitors, it was found that most of them partially or completely copy the style of communication with the client and position themselves as a “virtual reality club”. Given the absence of non-standard and original competitors among VR clubs, it was decided to “do things differently”: positioning and branding in a new format for the VR segment. Injoy is not a closed space, Injoy is more than a club.

Therefore, the first word in the positioning is ‘space’. To do the opposite, we proposed: “Injoy is real virtuality” and “Injoy is the ability to be anywhere”.

Brand identity

The main idea was to broadcast the gaming style. The logo is in the form of a “button”, pressing which you get into the “Injoy world”.

The colors were chosen to stand out from the competition, and neon colors were used in the interior. The decorative elements are familiar to the audience – a helmet and joysticks.

Communication

The communication was based on the need to dispel the main myths associated with the VR environment, namely

Fear of new sensations: “What if I fall? What if I get dizzy? What if I get scared? Does this affect my psyche in any way?” and other experiences.
Critical and distrustful attitude towards VR: the client does not believe that there is a technology that could surprise him or her. The client is sure that technology has not yet developed enough to really “blow your head off”.

The company’s slogan is “Breaking away from reality without consequences”

Website

The site had 2 main tasks – to display a rich library of games and simple booking, rather than a mega-functional selling site.

The appearance had to convey the dynamics of the space and be easy and understandable even for a 60-year-old grandmother who wants to organize a birthday party for her grandson.

But to do all this, the future player has many questions, which we answer on the site in parts. That is, the information is divided into clear visual blocks.

Check out the website here.

Anything else interesting?

Collaboration with influencers helped to spread the main concept of the establishment, the benefits and emotional impressions that guests receive. Therefore, opinion leaders were selected according to the audience portrait.

The cool thing is that the financial investment was minimal – guests were invited to visit the space for free without asking for direct advertising, and it worked. The guests themselves published posts, conducted live broadcasts, and recommended Injoy.