Artificial Mind & Movement (also known as A2M), the developer behind Wet and Naughty Bear, is rebranding in a bid to change the studio's identity in line with its new focus on original IP and digital games. A2M will now operate under the name it started out with in the '90s - 'Behaviour'.

Speaking to Edge Online, Behaviour CEO Remi Racine noted that the name change will help promote brand awareness: “Going forward our name will be more public than in previous years. Because we’re doing original IP we felt our current name didn’t provide us with the right brand for the consumer.”

A2M's current project is a video game adaptation of Paramount's CG animation, Rango for Electronic Arts but the developer still has sequels to Wet and Naughty Bear  (entitled Wet 2 and Naughty Bear 2, believe it or not) in the pipeline and in shifting part of its focus to digital games, Behaviour has moved roughly 30 percent of its 400-strong workforce to this particular sector with a possible eye towards the free-to-play model.

“With our current project we’re looking at free-to-play with in-game item-transactions and subscriptions. To attract a player you need a free-to-play environment. I like both item and subs models, but you need a free-to-play environment to get you hooked to a game.”

Behaviour's next game, Rango is slated for release in March 2011.