Kingpin bowling re-launches local brand positioning
Kingpin Bowling has unveiled its new Australian brand positioning, featuring a refreshed logo and a re-furbish of its Kingpin centre at the Crown Melbourne.
Created by DDI, the new brand identity promotes Kingpin’s full entertainment experience, including licensed bars, food zones, redesigned bowling lanes, private spaces and game areas.
As part of the re-launch, DDI has created new “visual and verbal branding”, with a logo featuring the slash symbol used for a spare in bowling found in the word ‘Kingpin’, and the new brand positioning ‘Roll like a Royal.’
The new Kingpin at Crown Melbourne.
The new logo aims to reflect Kingpin’s multi-dimensional experience offering and its audience, while The Kingpin in Crown Melbourne showcases the new look for the brand.
Nicole Noye, chief executive of bowling and entertainment at Kingpin, said the entertainment brands speaks to “a demographic who curate their own lifestyles.”
“It was imperative that the visual and verbal branding across all materials and in-centre evolved with this trend and direction”, said Noye.
Angie Laxton, strategy lead at DDI, said in a release: “What we wanted to do was stay true to what this brand is all about – in a nutshell, when you roll at Kingpin, you’ll feel on top of the world – like a royal even”.
The new brand identity will roll out across all Kingpin locations nationally; however, Crown, is the only location to date to receive a major royal makeover.
