Funlab launches identity refresh via FutureBrand
Entertainment company Funlab has launched a refresh of its masterbrand identity and architecture via FutureBrand Australia.
The rebrands span eight of Funlab’s consumer-facing businesses, including Holey Moley Golf Club, Strike Bowling, Archie Brothers Cirque Electriq, Hijinx Hotel, B. Lucky & Sons, La Di Darts, Juke’s, and Red Herring.
The masterbrand aims to provide an evocative identity that will help Funlab attract talent that has the right mindset to entertain. Its 1,800 employees around the nation are called “motherfunners”. The masterbrand also wants to connect the customer experience and facilitate customer cross-shop and loyalty.
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.
The company also appointed Mango Communications as its PR agency of record earlier this year.
On the new brand strategy and identity, Funlab CMO 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.”
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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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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