Funlab and FutureBrand rejuvenate the Strike brand
The new brand strategy, identity and experience for Strike set the stage for a wonder-filled world where nothing is spared and there’s always more than you expect. It’s a brand full of more energy than ever, from the modernised, shape-shifting logo to the tone of voice and an experience strategy that delivers the brand’s magic into the real world.
Since Strike first laid down its lanes on Chapel Street at the turn of the century, it now operates more than 20 venues and has pushed bowling beyond its limits – look beyond the alleys and you’ll find laser tag and karaoke, virtual darts, escape rooms and more.
On Strike’s refreshed brand, Funlab's Chief Marketing Officer Oonagh Flanagan 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."
“It's bright, it's vibrant, it's fun and it's inclusive – all of the things we know and love about this wonderful brand. I am excited to see how guests old and new react.”
Oonagh Flanagan – Chief Marketing Officer, Funlab
Funlab appointed FutureBrand Australia in 2021 to reimagine the Funlab brand and its portfolio of experience brands, including Strike, Holey Moley, Hijinx Hotel, La Di Darts, Archie Bros. and B. Lucky & Sons. Together, Funlab and FutureBrand have redesigned the brand architecture to enable Funlab as the masterbrand to better connect with its family of experience brands, while putting its people at the core of the business and brand.
FutureBrand Australia CEO Rich Curtis commented: “Working with Funlab is fun personified, all the more so when helping to transform and future-proof a brand as loved as Strike. 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. After all, successful brands are created with purpose, but ultimately defined by experience.”
Funlab has embraced Strike’s refreshed brand strategy and identity, and the brand experience is being rolled out progressively.
Related articles
16.05.25
Why did Google just change its logo?
When Mumbrella discovered that Google had made what seemed to be a small change to its logo this week, we went to Rich Curtis, CEO of FutureBrand Australia, to interpret what that meant in design language. For the record, the change involves the primary colours inside the "G": they used to be separated by hard lines, now they blend into one another with gradients.
15.05.25
Is there a simple answer to the complex questions AI is posing?
Artificial intelligence feels like an experiment where no-one quite knows how the various elements will react.
16.04.25
Who cares about your rebrand?
With many companies rolling out new logos, refreshed names and revamped strategies, FutureBrand's General Manager, Christina Kokkinakis asks the pivotal question.