Brand and creative for India’s #1 rummy app — a player base scaled to 3.2 cr (32M+), growing 3X at ~90% MoM retention.
RummyCulture is the category leader, relied on by millions. The work was to sharpen the brand and elevate the experience — lobby, tournaments, rewards and the game table — while protecting the familiarity and credibility that keep players coming back.
Brought clarity and premium polish to the home and lobby — the surfaces millions of players see first — without disrupting habits.
Designed tournament formats, a points economy and refer-and-earn loops that drive repeat play and word-of-mouth growth.
Crafted a game table and motion language that reads as premium, trustworthy and distinctly RummyCulture.
The brand system — tournaments, illustrations, mascots and icons — and the flagship app it lives in.
Tournaments
Tournaments
Illustrations
Illustrations
Illustrations
Illustrations
Illustrations
Mascots
Mascots
Mascots
Icons
Icons
Lobby
Points & rewards
Refer & earn
Game table