Chuck E Cheese
Pizzeria & Games
An iconic mouse, reimagined. Having grown up with this brand, it was very exciting to get to work on both the Identity and new store designs for iconic kids' pizza brand Chuck E Cheese. The first and probably most important change to the brand's identity was to remove the possesive "'S" from the wordmark.
These new designs highlight the updated quality of the brand's food program while creating an open, airy feel to comfort parents. Now they can sit and relax with a glass of wine or beer and have a constant eye on their child as he/she explores the space. This turned out to be a very important feature for consumers.
One of my favorite elements is the new party area, with each section highlighting a different character from the "band" using bright colors and modern silhouettes along with a short character background story.
Design Directors: Brent White, Scott Gagner
Environmental Designers: Amy Berg, Caryn Keller
Graphic Designers: Itay Kapitulnik, Tomo Kawato
Project Manager: Jo Roat