The box art for Sony Computer Entertainment Europe's EyePet recently made its way out to retailers—like Amazon.co.uk—a new branding treatment for PlayStation 3 games that downplays the console's previous branding. In particular, the "PlayStation 3" portion.
While we're not clear that EyePet's box art is final, the assets that Amazon UK has features a slightly different look from previous PlayStation 3 games, like Uncharted 2: Among Thieves, for example. Gone is the vertical "PLAYSTATION 3" badge that's typically found on the left of game boxes, as is the multi-colored PS logo that sits atop it on current games. It's possible that Sony is downplaying the "PLAYSTATION 3" in favor of the "PS3" it's been using in recent ads, but it's almost too understated.