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Mary Fazio opened the original Shack in 1959 making everything from scratch. She used an open kitchen concept so she could greet each guest as they walked through the door and keep a watchful eye to make sure no one left hungry.
As a pillar of family-friendly dining in Northern California, it was imperative we keep the iconic logo recognizable when refreshing the brand. We referenced the original restaurant signage and the various incarnations the logo has held over the past several decades to create something new that still evokes the essence of Mary’s.
We applied the updated Brand Identity to their menus, pizza boxes, take-out containers, billboard and website to ensure cohesion in the brand experience. To draw in a younger crowd, we stripped away the non-essential elements to amplify the made-from-scratch menu and developed a warm, welcoming brand voice to embody Italian hospitality.
Let's get to work! 