The challenge facing the Shakey’s Pizza Parlor team was to refresh their look while staying true to the brand’s roots. “The redesign reflects our effort to recapture the classic ‘parlor’ atmosphere that defines Shakey’s,” said John Tilley, Creative Visionary and head of Jacmar Companies, owner of Shakey's USA. “It is a one-of-a-kind brand for which there really is no direct competition, and we wanted that uniqueness to come through.” In November, the reset flagship location in Culver City, California reopened with signature décor elements including textured wallpaper, wainscoting, communal benches and tables, stained glass lighting, and 80s pop-culture memorabilia that evokes nostalgic Americana and the neighborhood pizza parlor experience. “These touches ground the refresh in our heritage while setting the stage for future generations. We want you to stay longer and enjoy yourself at Shakey’s, and we want you to come back where you may notice something new that you didn’t see before.” Tilley explained the rebrand coincides with the timing of Shakey’s 70th anniversary as well as the completion of a consolidation of ownership. Photo by Yvette Roman Photography “There have been no new major brand changes since Jacmar’s acquisition in 2004, and we believe the timing is right to execute on a version that will carry us through the next 20 years or longer. Essentially, we want to brand it once and spend the money on changing our stores once so that if we do it right, we won't have to do it again.” The first major task…
