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Recreation provider Funlab revamps parent brand via FutureBrand

Recreation provider Funlab revamps parent brand via FutureBrand
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Australia – Funlab, Australia’s largest recreational experience provider, has launched its reimagined masterbrand identity and architecture, developed in partnership with FutureBrand Australia

The new identity and architecture span Funlab as the masterbrand and eight of its 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 in order to communicate Funlab’s purpose as a creator of fun and magic experiences. 

According to agency FutureBrand, Funlab is on a strong growth trajectory and so the masterbrand revamp is meant to provide the business with a clear and evocative employer brand to help it attract talent that has the right mindset to be ‘Motherfunners’, its name for its employees. The masterbrand also aims to connect the customer experience and facilitate customer cross-shop and loyalty. 

Funlab Chief Marketing Officer Oonagh Flanagan said,“Funlab started more than 20 years ago in Melbourne and has grown to what it is today: Australasia’s largest fun provider via eight experience brands and 38 locations. 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,” Flanagan added. 

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. 

FutureBrand Australia CEO Rich Curtis commented, “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,” Curtis added. 

Funlab’s new brand strategy and identity are also adopted internally, with an update across all assets, documents and systems, as well as the launch of a revised Funlab website for consumers prior to a full redevelopment. According to the agency, over time, the new Funlab identity will be further rolled out internally and externally.

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