Strike Bowling operator Funlab looks to FutureBrand to solve ‘conundrum’

FutureBrand has been tasked with solving a “conundrum” for entertainment firm Funlab as it aims to double its number of venues in Australia.

The branding specialist has been appointed by Funlab to oversee its brand strategy, identity and experience and prepare it for growth.

Funlab, acquired by TGP Capital at the end of 2020, lists Strike, Holey Moley, B Lucky Sons and Archie Bros Cirque Electriq among its businesses.

Chief marketing officer, Oonagh Flanaghan, said: “Funlab had a brand architecture conundrum to solve and I knew after one conversation that the team at FutureBrand was the one to help us solve it.

“They offer innovative approaches that work for scaling businesses like ours with no time to lose.”

Expanding on the issues, Flanaghan said Funlab is looking for its brands to work closer together having previously operated independently. 

“As part of Funlab’s future growth strategy, we’ve identified the potential power of cross-selling our brands, opening many different worlds of fun to our guests,” she said. “But we were struggling with how to bring the brands together as a family without diminishing the individual brands, and a corporate brand (Funlab) never intended for consumers.

“We turned to our new friends at FutureBrand to help us find the smartest way forward.

She added the company is planning to add 30 venues in Australia across the next three years, many of which will host up to three of its product experiences.

Expansion in New Zealand and Singapore is also on the cards, Flanaghan said.

FutureBrand chief executive Rich Curtis described Funlab as a business focused on immersive and entertaining customer experiences ‘at every step, twist and turn’.

“The team at FutureBrand are already enjoying the opportunity to have a serious play with their brands: from brand strategy to identity and customer experience,” he said.

The new partnership with Funlab is one of several new business wins over the past few months for FutureBrand, including Australian Payments Plus, Innowell, Yalumba and Yarra Valley Water 

In July the agency announced a raft of promotions on the back of its growth.

Since Curtis bought the company in mid 2020, it has launched new brands for the Asian Football Confederation, MyFavorito, Entertainment, as well as Guide Dogs Australia, New Zealand Natural Vocus and Orygen.


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