Competitive social experiences company Funlab has partnered with brand design agency, FutureBrand Australia, to rejuvenate its Strike bowling brand.
Funlab first appointed FutureBrand Australia in 2021 to reimagine the Funlab’s masterbrand and its portfolio of experience brands, including Strike, Holey Moley, Hijinx Hotel, La Di Darts, Archie Bros. and B. Lucky & Sons.
The new brand strategy, identity, and experience for Strike aims to evoke a wonder-filled world where nothing is spared. Its modernised, shape-shifting logo and tone of voice seek to energise the brand, while an experience strategy aims to bring the “brand magic” to life in the real world.
Funlab’s chief marketing officer, Oonagh Flanagan, described Strike’s brand refresh as bright, vibrant, fun, and inclusive.
“All of the things we know and love about this wonderful brand. I am excited to see how guests old and new react,” she said.
“It has been an honour to work with FutureBrand to reinvigorate our oldest and best loved brand. Strike has been a stalwart for over two decades and the work that has been done will ensure that it remains so for decades to come.”
FutureBrand Australia’s chief executive officer, Rich Curtis described the process of future-proofing the Strike brand and working with Funlab: “Our research and immersion surfaced how there’s always more than you expect at Strike, and so the brand strategy had set the platform for not only a rejuvenated, expressive brand identity but also an all-the-more wonder-filled experience.”
Since first opening its doors on Chapel Street, Strike has expanded to over 20 venues, with an offering that now goes beyond bowling alleys, to now include laser tag, karaoke, virtual darts, and escape rooms.
In December last year, Funlab’s minigolf division, Holey Moley, introduced its latest campaign, A fun way to test friendships, via Dentsu Creative.
See also: Holey Moley launches playful campaign via Dentsu Creative