Squid Game was a surprise hit when it first appeared on Netflix back in 2021, and now it's repeating that success with a second season. It's as tense and macabre as ever, but beyond the dark story and horrifically violent games, the striking visual design of the Korean series provides a surprising lesson in branding.
While plot twists and strong characters clearly contribute much to the series' popularity, it's the clever use of visual communication that has helped make it an iconic hit. Below, I'll look at three key aspects of branding in Squid Game and what they can reach (also see our roundup of iconic brands and why they work).
