Marine Lane worked with the iconic Serendipity3 to refurbish, reimagine, and reconfigure everything old and beloved about this legendary and bold-faced establishment to make it newer, shinier, zanier, fresher, and more over-the-top for the next generations of frrrozen hot chocolate craving patrons!

Taking visual cues from the restaurant's eclectic history and decor, we brought an Alice-In-Wonderland-eque whimsy to the new look and feel — featuring custom-created interior artwork, playful neons, menu updates, collage-inspired wallpaper and beyond. Vintage NYC elements combined with a sweet surrealist twist pepper their way through each touchpoint to surprise and delight customers at every turn. A new mascot also emerged — a dripping ice cream scoop with a smile to charm. Channeling that same energy to the marketing and promotion, the relaunch came with a revamped social presence, including outrageous food photography and animations to propel the NYC sweet spot into a modern day limelight.