Chuck E. Cheese's Rebrand

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Client: Chuck E. Cheese's

The Problem: In 2012 Chuck E. Cheese's tried to give their brand a much needed facelift. This external renovation was a failed attempt. Audiences didn't take to the new modernized look of Chuck E., the advertising lacked substance and appeal. Business went down.

Our Solution: The renovation must be internal as well as external. Chuck E. Cheese's lacked a narrative, the characters were outdated. The once beloved "Pizza Time Players" stage show deserves an element of interactivity, just as the parents deserve a place where they can relax, and have a little fun as well.

Character Redesigns

Microsite

Parallax scrolling and a simplistic layout give users a new, less complicated way to navigate through the world of Chuck E. Cheese's. The microsite is so easy to use, it's now both parent and child friendly.

Character bios

Token Redesign

The tokens now feature the iconic five Pizza Time Players, small details for big fun.

Direct Mail

Closed view.

Open view.

These mail pieces reveal the new narrative of Chuck E. Cheese's, and invite families to come and see the new changes first-hand. As added incentive, we included five tokens in each mail piece, families can countdown till their next visit, or use the tokens whenever they see fit.

Chuck E.-Watches

These are the next evolutionary step in functional fun. A child sports one, and their guardian sports the other. With the push of a button you can tell your child when your order is ready, or when it's time to leave.

These watches also act as safety bands, each containing a sensor which will sound an alarm if your child tries to leave the premises. Lastly, the Chuck E. Watches make losing paper tickets area thing of the past, tickets are now digital and shown on the face of your watch.

Interactive Chuck E.-Pads

The interactive Chuck E.-Pads bring The Pizza Time Players show to the next level. No more sitting at your table watching, now you are part of the show! Select your instrument of choice and play along in a Guitar Hero-esque game.

Entry Redesign

As soon as you walk into Chuck E. Cheese's prepare to be thrown into a brand new narrative where you are your family are shrunken down to the size of a mouse! Now experience the word of Chuck E. Cheese's the way Chuck does himself.

Table Redesign

Play-area Redesign

The play-area has been redesigned to look like a mouse cage. Spin in the mouse wheel, or burrow through tunnels.

Ball Pit Redesign

The once bland ball pit is now a free-standing, over-sized gum ball machine. Now you're able to see your child from all angles as they play and have fun.

Pizza Time Players Stage Redesign

Restaurant Expansion

Named after the Italian chef himself, "Pasqually's" is a miniature bistro within Chuck E. Cheese's. This new expansion acts as a "parent daycare", parents are encouraged to take a breather, relax and use the complimentary Wi-Fi.