Through foundational research, we determined in order to create a family-friendly brand, we had to appeal to moms, as they make the majority of food-buying decisions.

User interviews told us that moms were looking for a clean look, both stylistically and literally.

These insights guided and inspired the identity, a modern takes on midcentury optimism and playfulness, and the custom plinko board, inviting customers young and old to have fun while giving back.