Cineplex Entertainment had identified an opportunity to introduce a new entertainment concept to Canadians. This new concept is a combination of entertainment and dining that leverages Cineplex’s experience and is a natural extension of the company’s existing exhibition, gaming, and food service businesses. Cundari developed the brand, a memorable name, and a visual identity that captured the essence of the brand and carved out a distinct place in the market.

The Rec Room concept is the intersection where social entertainment meets contemporary design, where visitors have an experience unlike any other, and where sharing experiences becomes social currency. Building on the notion of social currency, Cundari led the development of The Rec Room brand, starting with the name itself, brand pyramid, visual identity, customer journey mapping, and the Tell Better Stories campaign platform. In partnership with the Cineplex team, we also created the brand’s digital ecosystem, including the website, an app, and social integration.

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