Overview
Sushi, tacos or a juicy burger? Kungshallen in central Stockholm has 16 restaurants under one roof, which is both its strength and its challenge: with that many options, deciding what to eat is hard. At Solid Agency we answered with Matduellen, a web game where dishes from Kungshallen’s restaurants face off in head-to-head duels. Players get three seconds per duel to pick a winner, so they go with their gut. After 15 duels one dish is left as champion, and the player is sent straight to its restaurant’s menu.
- Concept: I led the project and developed the concept, from the core idea to how the game should play.
- Art direction: I set the visual identity for Matduellen, covering colour, form language, typography and imagery, keeping it in line with Kungshallen’s existing brand.
- UX and UI: I designed the game flow and interface and delivered production-ready assets.
The challenge
Kungshallen came to us with a clear but open brief: a campaign that showed the range of its restaurants in a fun and creative way.
Working through the brief, we found that Kungshallen’s greatest strength was also its weakness. Deciding to eat at Kungshallen was only the first choice; you still had to pick one of 16 places. Not an easy task for those of us prone to food decision anxiety.
That became the seed for Matduellen. Pitting the restaurants against each other let us show all 16 equally, while giving people a tool to make up their minds.
My role
I led the project as art director, supported by a copywriter. I owned the concept, visual identity and UI, and designed everything in Photoshop.
The game
Three seconds to choose
Matduellen is a snack-sized web game, built as a knockout bracket. Two dishes appear, the player taps their favourite, and the loser is out. Winners meet in the next round until only one remains. The three-second limit is the core mechanic: it cuts out the overthinking the game set out to solve, and gives every duel a sense of urgency.
From winner to lunch
The final winner links directly to its restaurant's menu, turning a game result into a decision about where to eat.
Built to be shared
As a web app, Matduellen ran instantly in any browser with nothing to download. The end screen let players share their result on Facebook and Twitter, with an invitation for friends to play themselves. Paid ads gave the campaign its start, and the sharing carried it further.
Outcome
The campaign was a success and met both goals of the brief: it gave visitors a fun way to settle “what should I eat?” while promoting all of Kungshallen’s restaurants equally.