Chris Lumain
ART DIRECTOR
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Chuck E. Cheese

 

CHUCK E. CHEESE

To get more kids through the door, Chuck E. Cheese's needed to go from a birthday destination to an everyday entertainment destination. By unifying everything with the concept of physical play and narrative stories, it becomes a place where kids want to return to over and over again.

 

 
 

BRAND REFRESH

A simpler, single-color, boiled-down logo makes the brand feel less stale. Also re-naming it "Chuck E. Cheese" instead of the possessive "Chuck E. Cheese's" makes it so much easier to pronounce.

 
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NARRATIVE STORIES AT THE CENTER

 

In order to give kids a physical play experience, Chuck E. Cheese creates seasonal stories that revolve around the kids helping Chuck on wild imaginative adventures. These stories are released as books through school partner programs and in bookstores.

It's a book.

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FLAGSHIP STORES

Kids that read the book will be able to experience and play out the story in person at any Chuck E. Cheese flagship location during the seasonal period. These flagships a main floor and three story floors that have each part of the narrative.

 
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TECHNOLOGICAL ADDITIONS

SMART play WRIST BANDS

Physical tokens and tickets are removed streamlining the experience for parents and kids. Borrow a band and create a guest account to play - or buy the band to make resuming the narrative easier for return trips. 

Table-side Food ORDERING

Chuck's Pizza DoughThrow ties the element of play into the food ordering process allowing the experience to be more playful for kids.

INTERACTIVE WALLS

The walls are completely projected with changing imagery based on the season's theme. Slight movement with the walls allows for interactions. Kids can also pick up extra tokens or tickets occasionally by interacting with the walls.

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INTERACTIVE FLOORS & SURFACES

Lights on the floors create potential paths to games that complete the narrative. Or kids can choose their own path and the lights adjust accordingly.

 
 

THE IN-STORE EXPERIENCE

The stories of the books take place over the course of multiple floors. Each floor has themed mini-game modules that are based on physical movements and have simple scenario games that coincide with the plot of the narrative.

 

FLOOR 1

FLOOR 2

Floor 3

 
 

INDIVIDUAL GAMES: FLEXIBILITY FOR THE SEASONALITY

Each mini-game module represents one type of movement. Each module is a blank canvas for which themed content can be easily interchanged in and out. The physical movement for a module would always be the same no matter what themed mini-game.

 

EXAMPLE MINI-GAME MODULES WITH THE CURRENT NARRATIVE THEME

 
 

ENDLESS NARRATIVE STORIES

The model of an interchangeable digital space allows for an infinite number of stories to be played out. Other themes for gameplay include venturing into outer space or going on a wild west treasure hunt. Ideally, there will be four themes a year and each would be released as new books for kids to read before playing.

 
 
 

NEW PRIZES: COLLECTIBLE BADGES

On top of the typical small toys, a new prize will be offered for full completion - collectible badges. Kids can show the world that they achieved the highest level of a Chuck E. Cheese by becoming an honorary Pizza Ranger.

 
 
 

 

Created with these fine humans:
Maria Kouninski (Art Director)
Lizzy Hopkinson (Copywriter)
Matt Klugman (Copywriter)
Katherine Gannon (Strategist)
Colleen Hiegel (Creative Brand Manager)
Shawn Hurley (Experience Designer)