Funlab has partnered with FutureBrand Australia to develop a rejuvenated brand for its flagship bowling and entertainment venue, Strike.

Strike, which first made its mark on Chapel Street at the turn of the century, now operates more than 20 venues and offers a range of activities beyond bowling, including laser tag, karaoke, virtual darts, escape rooms, and more. The new brand strategy, identity, and experience for Strike aim to create a world filled with more energy than ever before, from the modernised, shape-shifting logo to the tone of voice and experience strategy that brings the brand's magic into the real world.

"It has been an honour to work with FutureBrand to reinvigorate our oldest and best loved brand. Strike has been a stalwart for over two decades and the work that has been done will ensure that it remains so for decades to come. It's bright, it's vibrant, it's fun and it's inclusive – all of the things we know and love about this wonderful brand. I am excited to see how guests old and new react," said Funlab Chief Marketing Officer, Oonagh Flanagan.

In 2021, Funlab appointed FutureBrand Australia to reimagine the Funlab brand and its portfolio of experience brands, which includes Strike, Holey Moley, Hijinx Hotel, La Di Darts, Archie Bros., and B. Lucky & Sons. The brand architecture has been redesigned to enable Funlab as the master brand to better connect with its family of experience brands, while putting its people at the core of the business and brand.

FutureBrand Australia CEO, Rich Curtis, said: "Working with Funlab is fun personified, all the more so when helping to transform and future-proof a brand as loved as Strike. Our research and immersion surfaced how there’s always more than you expect at Strike, and so the brand strategy had set the platform for not only a rejuvenated, expressive brand identity but also an all-the-more wonder-filled experience. After all, successful brands are created with purpose, but ultimately defined by experience."

FutureBrand Australia, owned by CEO Rich Curtis since July 2020, aims to strengthen the connection between brand purpose and everyday experience, providing brands with a measurable competitive advantage that helps businesses grow.

Strike's refreshed brand strategy and identity are being rolled out progressively.