More Than Pizza. More Than a Brand.
For 25 years, Incredible Pizza Company has been a staple in family entertainment—known for all-you-can-eat pizza, birthday parties, and memories made across generations. As a family entertainment center, the brand built trust through consistency, warmth, and fun.
But over time, the guest experience evolved.
Families weren’t just coming for pizza. They were coming for immersive attractions, all-inclusive dining, and meaningful shared experiences. The brand had outgrown its name—and its identity needed to reflect what it had already become.
That’s when RumbleBuzz was brought in to lead a thoughtful brand evolution.
Rebranding a Legacy Family Entertainment Brand
RumbleBuzz was tasked with a complex challenge: guide the rebrand of a beloved legacy brand without losing the nostalgia and emotional equity built over 25 years.
This wasn’t a surface-level redesign. It was a strategic brand transformation rooted in research, guest insight, and long-term growth.
Before naming or visual identity began, RumbleBuzz immersed itself in the brand to understand its past, present, and future.
Brand Research That Started With Listening
To uncover the brand’s true DNA, RumbleBuzz conducted extensive research, including:
On-site observations at multiple locations
A deep review of historical brand materials
Stakeholder interviews with leadership and frontline team members
Guest surveys across in-store, email, and social platforms
Collaborative working sessions with multiple designers
The objective wasn’t to reinvent the brand—it was to reveal its most authentic, modern expression.
The Insight That Changed Everything
The research uncovered a simple but powerful truth:
Incredible wasn’t powered by pizza. It was powered by connection.
Food mattered—but it wasn’t the reason families stayed. Guests came for fun, celebration, and time together. That insight became the foundation for the brand’s evolution.
Introducing Incredible Food & Fun
The new name, Incredible Food & Fun, reflects the full guest experience and positions the brand as a destination—not just a dining concept.
It honors:
The continued importance of food
The energy and emotion of play
The brand’s role as a place where memories are made
The name is broad, flexible, and future-ready—while still feeling familiar and welcoming.
Designing a Brand Identity With Purpose
To bring the evolved brand to life visually, RumbleBuzz partnered with designer Charles Davis to create a cohesive and meaningful identity system.
Key elements of the new visual identity include:
Americana-inspired details that honor the brand’s heritage
A reimagined Infinity Bow symbolizing nonstop fun and connection
A circular, plate-inspired foundation celebrating food
Checker patterns pulled directly from iconic interior design
Energetic script typography that feels playful and in motion
Every detail was intentional. Nothing was random.
More Than a Logo: A Scalable Brand System
Unveiled at IAAPA Expo 2025, the rebrand marked a major milestone for the company and the family entertainment industry.
The transformation delivered:
A name that reflects the modern guest experience
A visual identity rooted in 25 years of memories
Strong internal alignment and renewed team pride
A scalable brand system built for long-term growth
A clear roadmap for the next generation
Built for the Future of Family Entertainment
With a renewed focus on storytelling, guest experience, great food, and community, Incredible Food & Fun is positioned to lead the family entertainment space for years to come.
RumbleBuzz is proud to have helped shape the next chapter of this iconic American brand—proving that successful rebranding starts with listening, honors legacy, and builds boldly for the future.