Funlab & FutureBrand unveil the fun provider’s reimagined masterbrand identity

MEDIA RELEASE, AUSTRALIA – November 21, 2022 – Funlab, Australia’s largest experiential fun provider, has today launched its reimagined masterbrand identity and architecture, developed in partnership with FutureBrand Australia.

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

Funlab is on a strong growth trajectory, so the masterbrand provides the business with a clear and evocative employer brand that will help it attract talent that has the right mindset to be ‘Motherfunners’ – Funlab’s name for its 1,800 employees nationally. The masterbrand also connects the customer experience and facilitates customer cross-shop and loyalty. 

On the new brand strategy and identity, 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.”

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, while putting its people at the core of the business and brand.

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.”

Funlab has embraced the new brand strategy and identity 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. Over time, the new Funlab identity will be further rolled out internally and externally, providing a pathway to deepen the brand intimacy and loyalty across the Funlab network of brands.

### 

About FutureBrand Australia:

FutureBrand Australia is a brand transformation company. The company exists to strengthen the connection between brand purpose and everyday experience, giving brands a measurable competitive advantage that helps businesses grow. FutureBrand Australia has been locally owned since July 2020, when CEO Rich Curtis acquired the business from Interpublic Group and transformed the business into an entrepreneurial and independently-minded team with the global relationships and resources of FutureBrand worldwide. Rich and his team are investing locally to help build brands and develop proprietary brand transformation methods that provide better outcomes for clients. For more information, visit FutureBrand.com.au and connect with Rich Curtis on LinkedIn.