If you've been playing the Kingdoms of Amalur: Reckoning demo on 360, PS3 or Steam, you've probably been enjoying the game's visuals. A lot of work went into the art style, and while it totally just looks like Fable at first glance, it does manage to differentiate itself from other fantasy games.

"The opportunity to design a fantasy world, an entirely new fantasy world, is really something i think not a lot of people in this business get to do," says Principal Concept Artist Sean Andrew Murray. "We didn't want this just to be another generic fantasy world." Check out the video above for a glimpse into their art design process. Have you been enjoying the demo? Let us know in the comments or on Twitter.