Funlab, the experiential fun provider, has launched a reimagined masterbrand identity and architecture, developed in partnership with FutureBrand Australia.
The new identity and architecture spans Funlab as the masterbrand and eight consumer-facing experience brands, including Holey Moley Golf Club, Strike Bowling, Archie Brothers Cirque Electriq, Hijinx Hotel, B. Lucky & Sons, La Di Darts, Juke’s, and Red Herring, across 38 locations.
Funlab’s new masterbrand brings together a reimagined brand strategy, ‘exclamative’ brandmark, vibrant colour palette, expressive photography, shape-shifting patterns, and distinctive hand-drawn illustrations to communicate Funlab’s purpose as a creator of fun and magic experiences.
Funlab appointed FutureBrand Australia in 2021 to redesign its brand architecture and 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.
Funlab CMO Oonagh Flanagan said: “We needed a masterbrand strategy, identity and experience that not only celebrates our infectious philosophy of fun, but also puts our people at the centre of everything we do and establishes the platform for our significant expansion plans”.
“Our new Funlab masterbrand does this, connecting our family of experience brands, as well as enabling their individual power and expression, to enable cross-selling between multiple brands and opening up the many different worlds of fun to our guests.
“We are thrilled to be launching our new branding to our loyal, fun-loving customers and the world at large.”
FutureBrand Australia CEO Rich Curtis said: “Leading with our try-buy-use approach to our clients’ products, our team loved the uninterrupted access to multiple Funlab venues and experiences as we immersed ourselves in the process of reimagining their brand strategy, architecture and identity.
“Our goal was to amplify the magic in Funlab and use this to reimagine its expression through design and language – by elevating the power of the Funlab brand as the driving force that creates and sustains each of its consumer experience brands for the world to enjoy.”
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