Dave & Buster's
Refreshing brand identity for an arcade company
By interviewing 12 customers, we found that:
Dave & Buster’s is starting to lose its reputation and unique positioning amongst Gen Z.
Young customers consider the policy of not allowing people under 21 to enter without an adult as unwelcoming. Interviewees also shared that they came here only for the games, which contradicted to the brand’s tagline “Eat, Drink, Play”.
There is a need to further enhance young adults’ interest in the brand, while maintaining the interest of the other family customers. We established the following goals of the rebranding:
1. Create a “welcoming to all” tone
2. Highlight the wide variety of fun things to enjoy
For the friends and family that crave new ways to bond, Dave and Buster’s is the complete entertainment package.
Creating memorable moments with the people you love.
A new logo consisting of characters varying in size and position was created to show Dave & Buster's playfulness. It represents how people with varying personalities can come together to enjoy a good time. Each shade of the color shows individuality but also a united group.
A dynamic system of Eat, Drink, Play is established to highlight the choice of enjoyment Dave & Buster's provides. In each logo, selected letters were replaced by the image of food, drinks, and games in the arcade.
Roc Grotesk is a sans-serif typeface that was inspired by late nineteenth-century American wood type. It is modern and emanates a lively atmosphere.
Neue Haas Unica is used for the body copy to ensure readability.
These photos were chosen to represent the brand, with its bold, saturated colors and playful attitude. An image with a mixture of typography and photo is chosen to tie back to the logo.
This redesign of a logo and brand identity of Dave & Buster's brings a welcoming and energetic feeling to the brand. The logo's type with various sizes and positions represents all kinds of people. The dynamic system of "Eat, Drink, Play" highlight the variety of fun activities here.
