Overview

The Rec Room’s 2024 menu redesign did more than refresh a layout — it reignited the brand’s personality. Built around bold typography, vibrant colour, and a flexible grid system, the new design captured the spirit of playful indulgence that defines The Rec Room experience.

Creative Approach

With that strong foundation, we evolved the design into a full campaign platform — connecting menu, social, and in-venue media under one cohesive system that celebrated food, fun, and connection. Guests felt it immediately: “This menu makes me want to eat & love life” and “I feel young and hungry” were just a few of the reactions from testing.

Results

The work didn’t just look good — it delivered. The redesigned system increased contribution per transaction across multiple categories, with Appetizers up 31%, Handhelds up 20%, and Desserts up 22%. It proved that when design matches the energy of the experience, people don’t just order — they indulge.

Because at The Rec Room, you don’t just play games — you play with your food.

Credits

Creative Direction: Mike Lucas
Design: Jarred Katz, Vanessa Buckareff, Dan D'Alessio, Bianca Rose, Kelly Chau, Shaun McAlpine
Copywriting: Naomi Eidinger, Chris Dow
Photography & Video : Andrew Grinton

Mike Lucas

is Vinyldust

mike@vinyldust.com

© Mike Lucas 2025 

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