Worlds Breakfast Club
The 2025 League of Legends World Championship took place in China, which meant one thing for European fans: some very early mornings. Together with the Riot UK team, we turned those early starts into the Worlds Breakfast Club, a cosy morning ritual designed to bring creators and their communities together to watch Worlds. We created the campaign identity and illustrated assets, from the Breakfast Club logo and a set of custom emotes to social reminders and a physical swag kit packed with everything creators needed for a comfortable morning co-stream.
client
Riot Games
year
2025
formato
Design
category
Animation
behind the project
There are two kinds of people during Worlds: those who wake up early to watch and those who simply never went to bed.
Either way, we wanted to reward the fans who put in the effort. So creators received a cosy blanket, mug and a little breakfast box filled with Poro tea bags, coffee, chocolate and biscuits, plus Worlds stickers to deck out their setup.
For the illustrations, we brought our friend and trusted illustrator Kaaileen on board to give some familiar League faces their Breakfast Club treatment, from a Poro pouring a cup of tea, or an Infernal Drake desperately trying to wake up, to the Murk Wolf getting the kettle on.
We also created six custom emotes for Discord, while more illustrations made their way into countdowns and reminders encouraging everyone to “Get that kettle on”, “Poro yourself a cup of tea” and settle in for another very early Worlds morning.
A simple solution to an inconvenient time zone, and a very good excuse to draw League characters having a cosy time.
