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RULE OF 3
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    Making a Legacy Brand’s Future Retro Fresh

    After 60 years of history, it was time for the Bay Area’s classic eatery, Mary’s Pizza Shack, to connect with a new generation. From brand advertising to packaging to in-store, Rule of 3 recaptured the “spirit of Mary” and put Italian "retro fresh" flavors and attitude on the menu for the 17-store eatery chain.

    BRAND VIDEO

    A motion graphics tour de force captured the new attitude RO3 dialed up for Mary’s Pizza Shack—centered around the joy Mary herself brought to her cooking and North Bay fans of her authentic recipes.

    RETRO FRESH BRAND IDENTITY SYSTEM

    A DECLARATION OF DELICIOUS

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    A photo from the sixties inspired the attitude of Mary we wanted to bring forward. The glasses, the swagger were exactly the "flavor" we wanted Mary to be known for as we captured Mary's efforts to deliver the freshness modern diners crave.

    MARY’S SPIRIT IN-STORE

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    Rule of 3 delivered a kit of decor elements to bring the new campaign and spirit into each restaurant. We even concepted a way to greet diners returning after the COVID-19 interruption.